Keeping in time
with an Iconic
Car Brand

Dodge

美国经典汽车品牌道奇100周年庆的时候,想要推出点特别的纪念品,但眼看纪念日逐日临近,却迟迟未想出好的创意。正在这时,TEAMS|齐思适时出现,将道奇车辆设计中的那份大胆无畏的姿态以及普通人自信的心态统统凝结到了一个个独一无二的汽车小配件当中,反馈给道奇的忠实粉丝们。

不仅仅是代步工具——更是一种生活方式

与其他汽车制造商一样,克莱斯勒公司已经为道奇投入了钥匙扣、帽子、旅行水杯等一系列增值汽车配件。

道奇品牌有着傲人的历史。为树立起这份品牌沉淀,并使其更为多元,我们独辟蹊径,将道奇推崇为代表了一种生活方式的品牌,形成了目的性生活方式这一商品概念,进一步拉近道奇及其大功率汽车爱好者的关系。身处一工作室的汽车狂热者当中,就算面临着充满挑战的周年庆活动截止日,但只要想到进行中的项目,就能让一屋子人热血沸腾。 

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. 

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