ccm sports

visual identity refresh + packaging

The venerable hockey brand, solid as ever with their product but suffering from a staid reputation, mandated a visual refresh with energy and contemporary relevance, while respecting heritage, with no change permitted to the identity itself. (The ’72 logo
was finally breached in the late 00s, resulting in the current logo).

The solution needed to be adaptable across all brand touch-points, primarily online and print communications, environments and packaging. Shown
is the main concept and Tacks box redesign, as well as two other concepts explored, including a modular approach highlighting material patterns (skate boot mesh, jersey, pants, etc). 2005.

concept / direction / design / imagework