Defunct brands always serve a greater good than their general intended purpose. We are left with great insight to what made that particular brand fail, and learn from the complex measuring stick of the intended message to the consumer.

new idea in a defunct cause

I took it upon myself to explore different offerings for defunct brands in hopes of discovering what made them tick, and then design a series of brand extensions.

What if the brand were to relaunch? Would these items be viable solutions for a stable income, let-alone a way for getting the bad taste out of the general public’s mouth?

Since I am gearhead, it only made sense to work my way down the proverbial rabbit hole of the automotive world and try to relaunch–or at least push for a rehash–of a defunct manufacturer. In this sample, I went with DeLorean–loved 80s automaker who’s stainless steel bodied wunder-car never really hit the intended audience. A series of financial gaffs and general nonsense associated with manufacturing left John DeLorean squirming amidst a series of horrible P.R. blunders.

The new delorean

The concepts I explored all fill within the context of the message DeLorean was trying to get across–quality and affordability. Coming up with a new logo and a series of automotive car products, like spray cleaners and touch-up paints, as well as wearable replacement parts, DeLorean is able to revitalize itself in the current scheme of things.

This slideshow requires JavaScript.

Getting the brand into today’s market means defining the preconceptions of the existing brand into a new mode of thinking. If DeLorean were to be here today, then how can the fabled automaker carve a niche at a time where billionaires are struggling to stay afloat in the tumultuous auto market?

Brands like DeLorean are a means to bounce into new relationships within the genre of the automotive world. We can see the audience; we can reevaluate the needs of the consumer, and then grow into a new market. The trick is to get the consumer away from the past and keep pushing forward. Plenty of companies take this same sort of thinking into their visual systems, why not help out ‘ol John?