Snowgum partnered with
IdeaWorks to help identify a distinctive brand positioning in the highly
convergent adventure wear market. The
brand positioning had to work across advertising, store and corporate elements
– effectively refreshing the entire brand positioning statement. With retail outlets
across Australia facing record lows in sales/revenue it was IdeaWorks challenge
to reinvigorate the brand ensuring Snowgums success for now and the future.
The strategic process
uncovered an opportunity to reinterpret the category generic platform of
‘adventure’ to focus on a more distinctive proposition which celebrated ‘layers
of experience’. This broadened the brand’s appeal from a restrictive view of
adventure (climbing mountains and pitching tents), to focus more on the essence
of adventurousness, the need to experience more out of life.
The layers of experience
were brought to life creatively by developing an iconic design device inspired
by the layers which appear on the Snowgum tree itself. The layers graphic were
interpreted across the brand identity, the store design and the in-store
graphics to create a uniquely ownable brand experience.
The revised brand
positioning and store design have been enthusiastically received by the market
and Snowgum network. This was proven with the store launch in Westfield
Belconnen (Canberra) in early 2011. The results of the store opening have been impressive;
trade is 17% up in its first year, twice as profitable year on year. Due to
this success Snowgum will continue to roll out the design throughout 2012.