HOCKEY STICKS, REINCARNATED
National Hockey League teams go through a thousand hockey sticks per year. (Gasp!) Turns out their carbon fiber doesn’t degrade—bad news for landfills. Savvy do-gooders in LA wanted to address the problem with upcyling, turning them into sleek new BBQ tools. They put DDW to the task of making them irresistible to mindful Millennials.
Our team came up with the name Requip’d to allow the brand to expand beyond hockey, while putting their mission front and center. We kept a nod to hockey in the brand mark and designed packaging worthy of the cause.
Today Requip’d can barely keep up with demand and will soon hit Costco stores in Canada.
Brand Story / Brand Identity / Packaging / Naming