A02. Rebrand / Refresh of an existing Brand: Consumer / Corporate / Non-profit
Entrant
ESSEN INTERNATIONAL Stockholm, SWEDEN
Idea Creation
ESSEN INTERNATIONAL Stockholm, SWEDEN
Credits
Name
Company
Position
Alex Holmén
Essen International
CEO
Danny Jian
Essen International
CD
The Campaign
We centered the brand around the notion of ‘when is now’. A call to get people active, outside. The identity was crafted around this idea in its feel and tonality. The core assets were developed to highlight the founder story: that the brand was developed for the first Swedish K2 expedition. This is most clearly seen in the symbol’s “map-marking” reference.
Creative Execution
We started the design process by interviewing Stadium’s founders. We continued with consumer research and from there crafted a founder story and brand platform. The brand idea ‘when is now’ together with the founder story informed our next step, a new visual identity together with key brand collateral: packaging, in-store and on-product material.
The core assets were developed to highlight the founder story: the brand was developed for the first-ever Swedish K2 expedition. This is most clearly seen in the symbol’s “map-marking” reference. From this, we continued by developing the iconography, typography and layout grid. The color palette and image style were developed to represent an outdoor, active feeling. The brand collateral was developed to achieve an increased premium feel without increasing the cost of production. We finished our work by overseeing the production and market launch.
Indication of how successful the outcome was in the market
First of all, we have one very happy client. Secondly, we increased Stadium’s yearly revenues through Everest even though 2014 was a very warm winter in Scandinavia (which is very negative for a brand focused on winter outdoor). All in all, a big success.
Everest’s target group is women aged 35-45 who buy clothes for their children and men. Everest is slightly cheaper than its competitors. For it to be attractive it has to be perceived as fashionable and premium as its competitors. This would allow its slightly lower price to act as a tipping-point. The brand is sold throughout the Nordics and Germany.