Working with a hip-hop legend to build an iconic product brand

Beats by Dr. Dre is a line of high-performance headphones and speaker systems designed by Ammunition in partnership with hip-hop artist and producer Dr. Dre and Interscope/Geffen/A&M chairman Jimmy Iovine. Inspired by Dr. Dre’s frustration that “people aren’t hearing my music,” the Beats team set about creating products designed specifically to support high-quality playback of popular rock and hip-hop music, and to be worn as iconic body art.


The success of Beats has defined an entirely new category of high-performance audio for young people. Products designed by Ammunition in the series include: Beats Studio, Beats Solo, Beats Pro, Beats Mixr, Beats Executive, Beats Wireless, ur Beats, Heartbeats by Lady Gaga, DiddyBeats, Beats Tour, Beatbox, Beatbox Portable, and the Pill and Pill XL.


Ammunition works in close partnership with Beats across product design, identity, and packaging to create an incredible experience for fans wherever they meet the product.

Brand Identity