The Evolution of a Brand

In 1991 a small entrepreneurial company approached  Duffy to help create a brand identity for a new line of state of the art mouth guards. These early efforts for Shock Doctor included the design of a packaging and retail merchandising system.

Over time the packaging evolved. 

Sixteen years later much had changed. Shock Doctor had evolved from mouth guards to a complete line of sports protection equipment. Beautifully designed. Technologically advanced. Cool looking. Superior fit. Performance-maximizing gear. Duffy & Partners was truly honored to be tapped to work on the brand again. Alan Leusink found himself in the unique position of having the opportunity to “update” his work from years past.

“Hardcore protection. Fearless performance.” The underpinning of all that Shock Doctor is.

We pursued our typical process of designing a visual brief.

We considered some options.

We landed on an evolved identity and a robust brand language that speaks to athletes and their advocates (parents and coaches). We developed iconography that works across team and individual sports, celebrating the incredible technology and design of Shock Doctor’s ever-expanding product line.

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