Client: Hiker Brand Label
Location: Long Island, NJ
Challenge: Started in 1985, Joe’s Hiking Supplies was a small family owned business on Long Island. After almost 30 years in business and trudging along with the same small store, not much marketing and no increase in market share, the client decided it was time to rebrand, re-strategise and reach out to increase their market share.They came to SpellBrand for a brand and positioning strategy, a solid brand name and visual identity to help them take off.
Logo Design, Branding, Clothing Label Design, Brand Identity, Brand Strategy
Brand Strategy: The first thing we did was to understand the vision and goals of the client. We realized that the client wanted to not only dominate the local market but also extend internationally. For this we helped come up with a strategy that positions the brand in a niche rather than the broader “outdoor clothing” market segment that they were servicing and hoping to continue with. Our argument was that times have changed and the market is now saturated with BIG players owning not only a large share of the outdoor garments market but also the mindshare of active people looking for outdoor activities such as camping, canoeing and more.
Although they have been in the outdoor market for almost 30 years, because the company had no proper strategy, planning or marketing, they ended being just a corner shop. To go from that to seizing a portion of the market would require a herculean effort. To make it possible and give the company shot at it, specialisation was the key. By focusing only on the hiking market and utilizing content marketing and social media campaigns, the company stood a chance at being a de-facto brand for the hiking community worldwide.