Los Angeles based Herbalife Inc. sponsor a number of world-class athletes, but this was the first time they had entered motor sport in such a high profile partnership that would yield global television exposure in 184 countries and reach some 400,000 spectators present at the 'Brickyard'. The identity together with the livery needed to retain the core Herbalife graphic iconography and reference some of the subsidiary products: H30, Liftoff, Shakes and Niteworks.

Herbalife's CEO Michael Johnson had set the challenge: a "fast looking car!"

So, taking his wish literally, we applied the classic Herbalife leaves in an aerodynamically inspired pattern through the car, allowing them to lift-off the surface as they neared the rear wheels.

The intention was to add legitimacy to Herbalife's health and performance related products through a fresh, uplifting and vibrant design. The car certainly stood-out with its kinetic identity and looked fast even when stationery. Certainly legendary F1 designer John Barnard's adage, "when a car looks quick, it probably is quick" was proven a truism as, in only his third Indy 500 start, Bell managed 4th place, his best ever 500 finish.

Bell commented, "We tried to walk that fine line between aggression and balance and keeping the thing in one piece," Bell said. "What an opportunity for me to come here and do one race and drive a (beautiful) rocket ship. It was awesome. The last couple of laps everybody started to fall off, and I thought I might be able to pick off Danica (Patrick) and another car in front of me."