Rat Fink

Rat Fink

The most important part of inspiration is being true to one’s sources, so we jumped at the opportunity to work with hot rodding legend Ed "Big Daddy" Roth. Ed was a pop artist, accomplished letterer and a consummate self-promoter, which are all cues we took when conceptualizing our first foray into licensing. By combining our maniacal penchant for authenticity and our appreciation for Ed’s impact on the masses, we reintroduced his genius with eight fonts, 32 pieces of artwork and an authentic Revell-style model box. It was the start of a relationship that saw us delve into everything from T-shirts to five-dollar poker chips. Creating these products was not about dredging up existing imagery, plopping it on a flatbed scanner and pimping it out. We started with exhaustive research, meticulously redrew everything, then carefully assembled the elements to develop uniquely accessible and trade-focused products that faithfully represent the Roth legacy.