Brand Framework | Art Direction | Branding | Product | Packaging | Narrative | Retail | Web | Advertising
HOW TO REBRAND AN ESTABLISHED MOTORCYCLE LAYERING COMPANY, TO APPEAR MORE TECHNICAL AND BREAK INTO NEW SPORTS MARKETS .
When EDZ approached us to re-design their packaging, we identified that a re-brand was needed in order to maintain position within the motorcycle industry and to break into new sports markets.
The new brand logo is iconic and suggests ‘performance layering’. We introduced the ‘Performance Layering’ strap-line and a colour coded performance icon to work on garments. Both a small part of the logo and the performance icon change colour to denote which climate category each product sits within.
We designed new packaging structures in a matt laminate finish to enhance the performance feel.
As the garments are single colour, we removed pack photography and replaced it with a product window. This reduced the number of artwork skus required as product specifics are featured on colour coded, gloss varnish stickers.
Both the reduction in pack variations and the removal of photography reduced cost for the client.
We designed a new functional website, with both a motorbike and outdoor sports side to appeal to both markets. We also art directed versatile lifestyle photography to work across the website, point of sale material and advertising.
While working on the project, we also suggested new clothing designs for both the performance layering and a new range of casual clothing.
Inspired by a confident new identity, EDZ opened a new flagship store in Cumbria and we designed the signage and POS.