Challenge

The Orange County Choppers TV series on The Discovery Channel was hot. The Teutul’s custom motorcycle shop was sizzling. And now their brand was on fire too. Manufacturers were coming out of the woodwork to sign with Sr., Jr., and Mikey. But there was chaos in the garage. No brand standards. No licensing kit to guide how the brand would be applied to everything from $6.95 T-shirts to $250,000 custom bikes. It was an outlaw world. Until BOLTGROUP rolled in.

Solution

Licensees were trying to position OCC as a “West Coast Choppers” kind of brand. But the Jesse James persona didn’t fit the Teutul’s. We dug deep into the family and the brand. What emerged was a true understanding of what made OCC a brand. The authenticity, the innovation, and the connection to consumers of all ages is what made the brand special. We quickly updated the visual identity to be more print and digital friendly, developed brand standards, including apparel trim and sub-brands for Sr., Jr., and Mikey. All aimed at guiding the brand forward as the business continued to explode. We created licensing collateral that gave licensees a clear picture of why the brand existed and how it should be positioned.

Result

BOLTGROUP’s work yielded a unified brand voice, consistency in the visual portrayal of the brand, and a road map to guide growth. Many hundreds of millions of dollars later, through OCC licensed products, the brand lives on.