When your brand becomes outdated, what do you do to reach a newer, younger demographic?
EVO is a brand that sells accessories, gear, and clothing for watersports. They are what is considered an ‘entry level brand’. People were not associating their brand with ‘quality’ - and this was problematic. To compound the issue, their logo and packaging were all outdated.
The image needed to be turned around, so the logo was redesigned with the idea of associating each letter with an idea: “Energy, Vitality, Ocean”. The entire packaging line was redesigned, as well as the wetsuits, and rashguards. All the marketing was directed towards a younger demographic that would be interested in adventure, but not necessarily at a professional level. These were people who want to try new things - and be seen as stylish while doing them.
We focused on color forecasting, and developing a vibrant brand that showcased people out having fun. Imagery was casual, and unposed to reinforce the idea that ‘this could be you’.
Working with well known brands such as Cressi and Aqua-Lung, we designed EVO branded wetsuits, rashguards, gloves, and dive gear. Once launched into production, in conjunction with the revitalized brand positioning, the brand experienced an infusion of excitement and an increase in sales.