Hover Board

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BRAND REFRESH

Everyone who saw the sci-fi film Back to the Future Part II (1989) was blown away by screenwriting-duo Zemecki and Gale’s interpretation of what the world would be like almost thirty years later.

Now that we are living in the year Marty McFly time-travelled to, we went ahead and had some fun of our own.

Focusing on the iconic Hover Board, we reimagined what the fictional gadget would look like if it were a common transportation tool today by freshening up its image, complete with packaging, smartphone app and updated user manual.

Here is how we would tackle such a project if Mattel (the manufacturer of the Hover Board in the movie) asked us to update the flying gadget's look and feel. We kept the link with the original product - designed for young girls - but made it appealing to teenage girls and boys with our new branding.

Although the Hover Board quickly became a popular pop culture reference over the years, its logo remained in the shadow of the product itself - emotionless and obscure. The newly redesigned logo emulates the ideas of levitation and speed, all in a cool electric gradient.

The original product’s form factor remained untouched, apart from a slight refresh of the decals to complement the new branding’s style and colour.

An important element of the rebranding was the packaging, which also serves as a travelling case and charging station. We wanted the packaging to enhance the user experience and look just as good in store windows as it would when stored at home.

Using its two anti-gravitational generation coils, the Hover Board literally hovers inside the durable translucent case, immediately showing you what the product is all about.

Thanks to a combination of gyroscope and proximity sensors, the Hover Board will continuously align itself with the centre of the package preventing itself from bumping against the edges. This system will guarantee a higher protection when compared to conventional packaging systems such as bubble wrap and polystyrene.