SCRAMBLER / DUCATI
A full range CMF strategy targeted at providing emotional, aspirational appeal for motorcycle enthusiasts and new riders alike.
THE REGULARS
BASE TIER
AGE _ 30 - 45
LOCATION _ SILVERLAKE
ENVIRONMENT _ UNDERSTATEDLY TASTEFUL
KEY VALUES_
_Being seen when wanted
_Expression within the details
UNDERSTATED
VISUAL IDENTITY
AGE _ 30 - 45
LOCATION _ SILVERLAKE
ENVIRONMENT _ UNDERSTATEDLY TASTEFUL
KEY VALUES_
_Being seen when wanted
_Expression within the details
UNDERSTATED
CHOICE
QUIET
REFINED
COMPOSED
TEXTURE
These are the bread and butter of the brand.
Individuals into riding regularly,
this is their main or only bike. They’re passive in presence and active in spirit.
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this is their main or only bike. They’re passive in presence and active in spirit.
COLOR IDENTITY
Refined minimalism with a hint of tasteful expression within the details creating a tonal neutral palette.
BRITE WHITE _ ASSEMBLY
A straightforward assemblage of materials, breaking up the fuel tank and fenders above the working bits on the bike with a color pop on the lower fender guard.
The accents are muted in satin finishes while the tank and fenders are a high gloss Brite White paint with the tank side covers being finished in a matte texture. The wheels and running bits of the bike are toned back in dark hues of grey with low gloss treatments as the blend away beneath.
*technical breakdowns available upon request*
A straightforward assemblage of materials, breaking up the fuel tank and fenders above the working bits on the bike with a color pop on the lower fender guard.
The accents are muted in satin finishes while the tank and fenders are a high gloss Brite White paint with the tank side covers being finished in a matte texture. The wheels and running bits of the bike are toned back in dark hues of grey with low gloss treatments as the blend away beneath.
*technical breakdowns available upon request*
CLAY SLIP _ ASSEMBLY
A straightforward assemblage of materials, breaking up the fuel tank and fenders above the working bits on the bike with a body color accent on the lower fender for a more stealth look.
The accents are muted in satin finishes while the tank and fenders are a high gloss Clay Slip paint with the tank side covers being finished in a matte texture. The wheels and running bits of the bike are toned back in dark hues of grey with low gloss treatments as the blend away beneath.
*technical breakdowns available upon request*
A straightforward assemblage of materials, breaking up the fuel tank and fenders above the working bits on the bike with a body color accent on the lower fender for a more stealth look.
The accents are muted in satin finishes while the tank and fenders are a high gloss Clay Slip paint with the tank side covers being finished in a matte texture. The wheels and running bits of the bike are toned back in dark hues of grey with low gloss treatments as the blend away beneath.
*technical breakdowns available upon request*
SUNDAY RIDERS
NOSTALGIA TIER
AGE _ 20 - 30
LOCATION _ VENICE - CALIFORNIA
ENVIRONMENT _ HOJPOJ OF EXPRESSION
KEY VALUES_
_Constant Inspiration
_Renewed, Playful Experience
PLAYFUL
VISUAL IDENTITY
AGE _ 20 - 30
LOCATION _ VENICE - CALIFORNIA
ENVIRONMENT _ HOJPOJ OF EXPRESSION
KEY VALUES_
_Constant Inspiration
_Renewed, Playful Experience
PLAYFUL
SENTIMENTAL
RICH
NOMADIC
UNEXPECTED
NOSTALGIA
These are the aspirational, where riding is the highlight of their week.
They ride when they can and they love every minute of it. They’re the
gateway into the brand and largely new, passionate customers.
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COLOR IDENTITY
A succinct yet ranging palette of expressionable, limited offerings.
TAXI _ ASSEMBLY
A classic approach to material breakups. Levearaging non-metallic paint on the fuel tank and fenders, contrasted with aluminum body accents, above brushed wheels.
Resulting in a pure retro sport appearance that’s timeless in aesthetic.
*technical breakdowns available upon request*
A classic approach to material breakups. Levearaging non-metallic paint on the fuel tank and fenders, contrasted with aluminum body accents, above brushed wheels.
Resulting in a pure retro sport appearance that’s timeless in aesthetic.
*technical breakdowns available upon request*
CODE GREEN _ ASSEMBLY
A classic approach to material breakups. Leveraging non-metallic paint on the fuel tank and fenders, contrasted with aluminum body accents, above brushed wheels.
Resulting in a pure retro sport appearance that’s timeless in aesthetic.
*technical breakdowns available upon request*
A classic approach to material breakups. Leveraging non-metallic paint on the fuel tank and fenders, contrasted with aluminum body accents, above brushed wheels.
Resulting in a pure retro sport appearance that’s timeless in aesthetic.
*technical breakdowns available upon request*
BLEACH BLUE _ ASSEMBLY
A classic approach to material breakups. Levearaging non-metallic paint on the fuel tank and fenders, contrasted with aluminum body accents, above brushed wheels.
Resulting in a pure retro sport appearance that’s timeless in aesthetic.
*technical breakdowns available upon request*
A classic approach to material breakups. Levearaging non-metallic paint on the fuel tank and fenders, contrasted with aluminum body accents, above brushed wheels.
Resulting in a pure retro sport appearance that’s timeless in aesthetic.
*technical breakdowns available upon request*
ROAD WARRIORS
PERFORMANCE TIER
AGE _ 25 - 35
LOCATION _ LONG BEACH
ENVIRONMENT _ DISTILLED MINIMALISM
KEY VALUES_
_Technical, Concise Experience
_Strategic Challenges
VISUAL IDENTITY
AGE _ 25 - 35
LOCATION _ LONG BEACH
ENVIRONMENT _ DISTILLED MINIMALISM
KEY VALUES_
_Technical, Concise Experience
_Strategic Challenges
TECHNICAL STRATEGIC TACTILE VISCERAL CONCISE CONTROL
There’s always something more for this individual.
A faster lap time, a new back road to discover, a constant search speed.
This is their extra bike but also their most fun bike with nothing to
prove except a good time.
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COLOR IDENTITY
Fast In, Faster Out.
CORSA CALDO _ ASSEMBLY
A blend of retro and refined athleticism, the performance tier leverages premium, contemporary surface treatments with a familiar approach to items like the side covers and fender guard.
Sporting a high gloss tank with aluminum accents, the body accents below are a charcoal grey with a high gloss treatment, all encompassing a Ducati twin finished in a matte slate.
*technical breakdowns available upon request*
A blend of retro and refined athleticism, the performance tier leverages premium, contemporary surface treatments with a familiar approach to items like the side covers and fender guard.
Sporting a high gloss tank with aluminum accents, the body accents below are a charcoal grey with a high gloss treatment, all encompassing a Ducati twin finished in a matte slate.
*technical breakdowns available upon request*
MIL PUTTY _ ASSEMBLY
A blend of retro and refined athleticism, the performance tier leverages premium, contemporary surface treatments with a familiar approach to items like the side covers and fender guard.
Sporting a high gloss tank with aluminum accents, the body accents below are a charcoal grey with a high gloss treatment, all encompassing a Ducati twin finished in a matte slate.
*technical breakdowns available upon request*
A blend of retro and refined athleticism, the performance tier leverages premium, contemporary surface treatments with a familiar approach to items like the side covers and fender guard.
Sporting a high gloss tank with aluminum accents, the body accents below are a charcoal grey with a high gloss treatment, all encompassing a Ducati twin finished in a matte slate.
*technical breakdowns available upon request*
MORE INFORMATION AVAILABLE UPON REQUEST
*THIS PROJECT DOES NOT REFLECT THE VIEWS OR AMBITIONS OF DUCATI SCRAMBLER*