A snow, surf and bike brand with deep cultural roots, Dakine has been supplying core markets with gear and clothing since 1979. Crucible Creative penned four years worth of catalog and Web product copy for the company as Dakine was rapidly growing into a major youth culture brand.

By interviewing the design teams during the concept phase, we constructed copy that matched each upcoming line's technical packs and bags with a profiled riding style. The copy spoke to both dealers and consumers in an understated voice that reflected the company culture. And, true to the vibe of such a core brand, we kept the format short and sweet to provide the details needed to make an informed purchase without detracting from Dakine’s style.