The problem
Within the global Hot Wheels packaging portfolio I managed, the Sik Rides line needed a bold refresh. The brand lacked a distinct identity and visual presence to capture attention among younger audiences and collectors alike, making it difficult for the line to stand out in a crowded market.
The objective
My goal was to develop a powerful visual identity and packaging system for Sik Rides that conveyed attitude, speed and collectibility. I created dozens of brand identities and hundreds of unique packages—ensuring each piece within the line felt part of a cohesive system while retaining unique character and shelf-appeal.
The result
The revitalised Sik Rides series delivered a standout presence: packaging that resonated with kids and collectors alike, elevated branding that boosted visibility and shelf distinction, and design features that earned recognition—some of the identities were selected for inclusion in design reference collections such as Logo Lounge (The Brendan Cawley Collection).
