Concept and creative direction
Sub-brand identity, collection, Dakar programme
MV Agusta, Italy
Trail and enduro
MV Agusta was bringing back Lucky Explorer and needed it to stand on its own: a trail and enduro line with its own identity, sitting inside a house known for road bikes. A name with that much history behind it can't be launched as a product drop.
Take the name back to where it was earned.
Lucky Explorer belongs to the early Dakar — the golden stretch of adventure racing, when the rally still meant Paris to Dakar and the bikes were barely tamed. That era is the whole asset. Everything came out of it: the palette, the graphic language, the way the gear sits on a rider. Not a retro costume, but the visual world the name came from, rebuilt for how people ride now.
A full visual identity for the sub-brand, and a trail and enduro apparel collection built on it.
Then the part that made it real. Rather than launch the line with a campaign, we put it on two riders and entered them in the Paris–Dakar, in a race-adapted version of the collection — jackets modified to meet the rally's safety requirements, airbag system integrated. A co-marketing programme with MV Agusta that took the sub-brand straight to the place its name came from.
The collection's identity was proven under the hardest conditions in motorcycle racing, on the riders themselves, rather than in a studio. A sub-brand launched with something no campaign can buy: the name back in the place it was made.
sub-brand identity, built from scratch
riders sponsored in the Paris–Dakar
pieces — jackets, trousers, enduro shirts, goggles and gloves
This kind of work starts with a thirty-minute call and a fixed scope.