Sandisk and Ducati teamed up for a co-branded package identity that brought the thrill of performance motorcycle racing to flashcard memory.

Sandisk is the worldwide leader in flash memory. Ducati is the premier, international motorcycle racing brand. SanDisk requested a new identity for their premium product line of flash memory that would capture the attention of a loyal, international Ducati Corse fan base.

In addition to the design solution itself, the logistical/practical challenges for this project were many. These included:

  • Integrating SanDisk's existing "Extreme" logo with the new package design.
  • Developing a production method for printing minute halftone images on the labels' metallic paper.
  • Ensuring that the design format was flexible enough to allow for consistent application across multiple geographical regions.

The final design featured design elements and styling that were consistent with the speed of Ducati. Linear or curvilinear linework enhanced a stylized racetrack with a different rider for each SKU, and a photoshop methodology was developed to consistently apply the imagery. European and Asian design sensitivities were taken under consideration, using modern fonts and large fields of pure color. Metallic inks and multiple varnishes completed the "elite" feel of the finished package. FInally, to enhance perceived value and add to the "user experience", a structure was developed progressively revealed more of the identity.

The package series thrilled both SanDisk and fans of Ducati, and the identity was soon seen on posters, tradeshow booths, and Ducati racing events around the world.

Sandisk headquarters on launch day

Sandisk headquarters on launch day

Sandisk Ducati USB Plus package

Sandisk Ducati USB Plus package

Label designs

Label designs for CF and USB Plus product