A custom typographic family ready to tame chaos, inspire freedom, and face life head-on.
Headquartered in Ketchum, Idaho, DECKED designs and manufactures insanely durable, 100% weather-proof storage systems for trucks, vans, and everyday life. Their products keep every tool and equipment well-organized while saving customers precious time and energy.
What started as a sketch on a napkin in a local diner evolved into a rabid pursuit to create a product that would improve the everyday lives of working men and women.
As part of the DECKED rebranding movement, led by Suiter&Co., Papanapa was invited to develop a custom-type family for the whole brand system. The custom type is leveraged in the new logo, all communication, packaging, digital, and physical products to meet the brand’s current and future technical needs and features.
Based on the brand’s strategic positioning of being industrial, engineered yet friendly, the type design carries a mix of sharp and rounded angles.
The family, which includes seven weights, from Thin to Extra Bold, and offers the variable feature for intermediate weights, amplifies the new identity and guarantees consistency across all platforms.
Its use is exclusive to DECKED.
CREDITS
-
AGENCY: Suiter&Company
CREATIVE DIRECTION: Gustavo Garcia, Scott Suiter
TYPE DESIGNER: Gabriel Mesoma
MOTION: Lucas Rodrigues
DECKED TEAM: Greg Randolph, Andrew Ries, Aimee Evans, Kate Puddy
PHOTOS: Will Saunders, Quitze Nelson
