Keeping in time
with an Iconic
Not Just a Car - A Lifestyle
Like other car manufacturers, Chrysler Group already offered a range of value-added automotive accessories for the Dodge brand – off-the-shelf standards such as keychains, hats, and travel mugs.
In order to diversify and build upon the brand’s proud legacy, we instead explored Dodge as a lifestyle brand, ideating purposeful lifestyle goods that would further solidify the already strong bond between Dodge and their muscle-car-loving customer base. And in a studio full of car enthusiasts, it would be an understatement to say that there was excitement to get this project underway, even with a challenging deadline for the celebration.
Fast and Furious Concept Exploration
Market research led the team to create personas that would guide a fast and furious concept exploration – from the cool dad who craves adventure with the family, to the career-oriented maverick who plays as hard as he works.
Looking at Different Personas
Through the lens of each of the varied personas, a wide range of products was styled and examined for functional innovations, including sunglasses, tech and audio accessories, toolkits, and travel bags. Each idea integrated high-quality materials and a performance-focused, timeless aesthetic influenced by the lines and angles of the cars themselves.
Celebrating the Essence of the Brand
As we collaborated with a variety of departments throughout Dodge, we narrowed down the many concepts to a single quintessential anniversary product package: a premium timepiece and essential automotive toolkit.
The high-end wristwatch served as a perfect physical metaphor to celebrate the brand’s long-running time as an icon of Americana, while the toolkit catered to its driver-oriented spirit. With functional components and design details that tie seamlessly into the design cues of Dodge’s seminal models, the limited edition products pumped some adrenaline into the commemoration of a classic century of car design.