The SRW-S1 Steering Wheel (shown here in front of Simraceway's 2011 Game Developer's Conference booth) was developed in house at Simraceway, and we got to create the packaging and branding for it. The packaging was designed to display as much of the wheel as we could. So we sandwiched it in between two felt textured plastic molds, inside of a thin jewel case. The box itself sports spot varnished text and icons.
The S1 naming convention established for the wheel, was later applied to the Performance Driving Center Fleet as well. This branding was then given some guidelines for use with other terms and icons.