Concept & Design
We partnered with the motorsport giant to produce a range of products to sit within each of their core range categories; Paddock Blue, Faster Sons, Revs, Hyper-naked, Adventure, and a Special Christmas range. Each range needed to be segmented into its own sub-brand, with different target segments. We then tailored the product & design to really sit alongside the section's core demographic. We then treated this as a rebrand identifying key patterns and trends within the evolving market. We researched each demographic making sure each product was both unique and functional. Stylistically we understood brand guidelines for each range making sure we carried the identity of the brand through to the product.