RE BRANDING

SCRAMBLER DUCATI. 

THE LAND OF JOY




WORKING ON THE FUTURE VISION AND BRANDING OF THE ICONIC SCRAMBLE, THAT NAME WAS USED FOR A SERIES OF MOTORCYCLES MADE BY DUCATI FOR THE AMERICAN MARKET FROM 1962 UNTIL 1974.

CREATING A SUB BRAND DIFFERENT FROM DUCATI OPEN TO A NEW TARGET OF AUDIENCE, FREE, CREATIVE AND INCLUSIVE.
DEFINING THE STRATEGY ELBOW TO ELBOW, WITH THE SCRAMBLER DUCATI TEAM PROVIDING NEWISH RIDERS AN ACCESSIBLE GATEWAY TO THE REST OF DUCATI’S MORE ASPIRATIONAL BIKES.

THE NEW SCRAMBLER DUCATI IS THE INTERPRETATION OF THE ICONIC 62 DUCATI MODEL. THE PERFECT BLEND OF TRADITION AND MODERNITY. A RETURN TO THE PURE ESSENCE OF MOTORCYCLING: TWO WHEELS, A WIDE HANDLEBAR, A SIMPLE ENGINE AND A LOT OF FUN.










THE TEASER


The shipping container was the idea used for introducing the new wordmark and the original yellow key color without showing the bike. Giving a clear message: The new Scrambler Ducati is here ready to be shipped worldwide. They got record sales in 2015, including 16,000 Scramblers sold worldwide







VISUAL IDENTITY






BRANDED CONTENTS:

DRAKE McELROY & JAMIE ROBINSON IN PORTLAND





CUSTOM RUMBLE

WORLDWIDE CONTEST FOR THE CUSTOMIZED DUCATI SCRAMBLERS  ︎ discover more




ART DIRECTION /
BRAND DESIGN /
TYPE DESIGN /
WEB DESIGN /
PRINTED MATERIALS /
BRANDED CONTENTS /
VIDEO DIRECTION /

MEDIA: PRINT / MAGAZINE / WEBSITE / SOCIAL
CREATIVE DIRECTION: LUCA PILUTZA
AGENCY: 515 / BLACK BOARD BERLIN



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