
Shock Doctor
CLIENTSporting Goods
INDUSTRYBrand Extension, Retail Merchandising, Product Packaging, Print Collateral
TACTICSIn addition to being the number one mouthguard in the world, the Shock Doctor brand has built on its strong foundation to become a full-on athlete protection and performance machine. Their 25 years of product innovation has put them head, shoulders and ankles above their competitors. They came to us seeking to improve their connection to and engagement with their customer. Helping shoppers choose the right product for them was objective number one. Through new lifestyle photography, a refined brand voice, fine-tuned product packaging and retail merchandising, we helped reinforce Shock Doctor's brand recognition and credibility among athletes.
OBJECTIVEMOUTHGUARD FIT SYSTEM
Shock Doctor is the reigning champ of mouthguards and their dozens of models speak to that. From the outset, the goal was to improve upon their greatness—specifically their shop-ability at retail. Creating a communication system for the packaging and signage fixtures was a clear way to elevate the mouthguard game. The new FIT system was rooted in a classification for all mouthguards based on their intended use, unifying groups of product through icons, color and placement on the retail shelf.

PRODUCT PACKAGE DESIGN
To support the new merchandising strategy, the existing packaging for the mouthguard products was redesigned to integrate with the four newly defined FIT categories. The new design was applied across the family of existing container structures, with a solution that simplified and unified each product’s features and benefits, including product style, color, flavor and size—and logos for endorsements and licensed partnerships.

NBA TEAM-LICENSED MOUTHGUARDS
When Shock Doctor became the Official Mouthguard of the NBA, SDCo designed new packaging for each team logo’d mouthguard. The series leveraged Shock Doctor’s NBA partnership, while continuing to support the activation of their professional athlete ambassadors: Kevin Love, DeMarcus Cousins and Harrison Barnes.

PHOTO ART DIRECTION
Shock Doctor needed an updated look for the brand photography that spoke to athletes in an emotional way. By demonstrating an attitude of confidence through warm, natural and authentic lifestyle photography, the brand became more relatable and dependable. Merging the technical and athletic background of the company with a performance-driven approach reinforced the genuine experience of their personality.

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