Route 66

THE AMERICAN DREAM CAPTURED IN ONE LOGO

background: The authentic American lifestyle proves well captured in the collective memory when you say the name Route 66. Research showed that Route 66 had a higher brand awareness in Europe than H&M, Asics and Bacardi.

our role: We were asked to re-position the brand for licensing purposes in territories Europe, Russia and China. Together with the client and a team of designers we devided the brand into themes and created visual concepts for applying the brand on products: The American Dream made tangible through storytelling, a style guide and a myriad of products.

Products wearing the Route 66 logo are currently navigation software and equipment, shoes & apparel, bicycles, sunglasses, beauty & cosmetics, car accessories and many more.

services: Concept Development, Strategy, Copywriting, Product Design, Graphic Design

Client: Route 66 Licensing
Website: route66.tm