Duffy & Partners Introduces New Brand Identity for Shock Doctor

By Nancy Kullas Mar 31, 2009

Duffy & Partners Introduces New Brand Identity for Shock Doctor
Two companies rejoin to launch innovations in sports protection

MINNEAPOLIS, (March 30, 2009) — Duffy & Partners, the globally recognized branding and design firm, has reconnected with Shock Doctor, Inc., to create a new identity and brand language that showcases the company’s continued leadership in sports protection. The brand revitalization project pays tribute to Shock Doctor’s core values and over a decade’s worth of growth, with the expansion of its product offerings that provide hardcore sports enthusiasts with cutting-edge technology, safety and comfort. The rebranding includes a new packaging and merchandising system, business materials, and the design of a new Web site, iconography and online advertising.

The companies first collaborated in 1992, when Shock Doctor hit the marketplace as the undisputed leader in mouthguard technology. With the evolution of sports participation, Shock Doctor expanded its line of comprehensive performance products to a wide range of sports segments, quickly becoming a global brand leader.

“We were eager to revisit and create a new brand expression for Shock Doctor, which leverages their expertise in sports protection, technology and design,” said Tricia Davidson, principal and managing partner of Duffy & Partners. “Our relationship has flourished because both teams understand the importance of design in all categories, as a way to ignite cultural momentum for the brand. We want to reinforce the ultimate benefits of Shock Doctor’s products, while incorporating the attitude of the consumer- fearless and dedicated athletes, as well as parents seeking the safest, coolest, most high-quality gear for their child.”

“As our products developed, our brand needed organization, with a stronger portrayal of who we are,” said Steve Washburn, president and CEO of Shock Doctor. “Duffy has taken our brand to the next level, giving us differentiation in the marketplace. Duffy’s team provides us with an exceptional blend of creative and business knowledge, so we are able to present the benefits of Shock Doctor’s technology and protective gear to our customers.”

The new, bold look of Shock Doctor, which reinforces the three brand ideals of protection, comfort and performance, can be viewed at www.duffypov.com and www.shockdoctor.com. Fully rebranded products will be available for purchase beginning in spring 2009.

About Duffy & Partners
Duffy & Partners is committed to deliver design to enrich everyday life. Celebrating 25 years of award-winning work this year, Duffy & Partners’ efforts span many design disciplines including corporate identity, brand identity, packaging design, new media, and environmental design. Clients have included, among others: American Eagle Outfitters, Aveda Corporation, Coca-Cola, Brown-Forman, Jack in the Box, Sony, Susan G. Komen for the Cure, The Islands Of The Bahamas, Thymes, Toyota and Whole Foods. Additional information can be found at www.duffy.com.


CONTACT:Katherine Roepke    
Roepke Public Relations    
(612) 677-1717

Meghan Bonneville

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