HOT WHEELS
Global Style Guide 2 "TUNERS"
KUSTOM KULTTRIGGERLAB STUDIO
"The graphic edge of Dave Parmley and Eric Ruffing has more than enhanced the look of Hot Wheels licensed products, it has defined it. They took the energy and soul of a 40 year old brand and infused it with a modern aesthetic that boys love. The result is growth in global sales - ‘nuff said."
Ron Way
Creative Director
Hot Wheels Consumer Products
Ron Way
Creative Director
Hot Wheels Consumer Products
HOT WHEELS TUNER
A Theme Graphic Collection For The HOT WHEELS Global Style Guide
Mattel asked Dave Parmley & Eric Ruffing to create a library of Kustom artwork for this highly endemic motorsports theme. What would someone who Drifts, Races and builds "Tuners" wear?
Mattel asked Dave Parmley & Eric Ruffing to create a library of Kustom artwork for this highly endemic motorsports theme. What would someone who Drifts, Races and builds "Tuners" wear?
Urban and Drift cultural influences
Making sure to hit the various age groups of 6-9 and 12-15 for mass, mid tier + specialty retail, We combined Asian, Urban and Drift cultural influences into cohesive families of artwork that HOT WHEELS Global Licensees could use for anything from lunch boxes, backpacks, bedding and bikes to a wide assortment of apparel. We strategically created these designs as families within a library of coordinated options. The worldwide Licensees were able to easily and effectively create cohesive and relevant collections from this library, all built around the "TUNER" theme.
We designed and produced the following for this collection:
• 33 Kustom Logos
• 14 Composed Designs
• 10 Hot Wheels Logo Variations
• 8 Tiled Patterns
• 11 Vector Vehicles (from supplied color renderings)
• 55 Product Graphic Applications with production notes
The chop inspired designs below were made entirely using only the HOT WHEELS logo and flame banner shape to create.
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