The Tech Deck Dude line was originally based off of the very successful Tech Deck finger-boards. Unfortunately, product sales fluctuated based on the current popularity of skateboarding, so in an attempt to diversify, Tech Deck ordered up a brand refresh. Tribe was charged with the task of giving the “Dudes” their own life beyond the extreme sports world.
Unlike the dark and gritty Tech Deck line, the younger Tech Deck Dude toys called for more vivid colors and a slightly mischievous feel. While creating packaging, advertising and POS material, we utilized highly stylized illustration whenever possible to help retain the toys’ edge. We also created a style guide for packaging to ensure a cohesive “Dude” brand look.
Within the first few months of the packaging updates, major retailers saw a significant increase in the amount of moved inventory and a continual growth of the “Dude” products. The product lines also expanded and saw a larger shelf presence at major retailers such as Target, Walmart and Kmart.