- Seeking to capitalize on the strengths of the company and its core values, Mountain Kids wanted a brand refresh along with a comprehensive, coherent brand strategy. Ownership would like to leverage the new brand as they grow Mountain Kids in the local market, regionally, and across Canada, and pursue their own line of clothing and gear.
CREATING AN EXCITING BRAND THAT BUILDS RECOGNITION, TRUST, AND EXCITEMENT IN THE TARGET MARKET…
Branding
Brand strategy
Copy writing
Design
Illustration
Marketing
CREATING AN EXCITING BRAND THAT BUILDS RECOGNITION, TRUST, AND EXCITEMENT IN THE TARGET MARKET…
Branding
Brand strategy
Copy writing
Design
Illustration
Marketing
- Seeking to capitalize on the strengths of the company and its core values, Mountain Kids wanted a brand refresh along with a comprehensive, coherent brand strategy. Ownership would like to leverage the new brand as they grow Mountain Kids in the local market, regionally, and across Canada, and pursue their own line of clothing and gear.
The problem
Mountain Kids Outfitters is an established company that carries a broad range of outdoor apparel and accessories for children and youth in Whistler, B.C. While the company’s storefront and online store achieve reasonable sales, new ownership found the brand to be dated and brand recognition limited.
Our solution
We began with a comprehensive discovery process, that included:
- An On-site visit with ownership and staff
- A brand workshop with ownership
- A customized stakeholder survey
- A competitor analysis
- A focus group with the target market (children/youth aged 4-13)
The problem
Mountain Kids Outfitters is an established company that carries a broad range of outdoor apparel and accessories for children and youth in Whistler, B.C. While the company’s storefront and online store achieve reasonable sales, new ownership found the brand to be dated and brand recognition limited.
Our solution
We began with a comprehensive discovery process, that included:
- An On-site visit with ownership and staff
- A brand workshop with ownership
- A customized stakeholder survey
- A competitor analysis
- A focus group with the target market (children/youth aged 4-13)
Based on the information we captured and distilled, we developed:
◆
A new vision and core values
◆
A visual identity:
Logo, fonts, colours, design elements, a custom-illustrated brand “avatar”, and product samples
◆
A new vision and core values
◆
A unique selling proposition and brand promise
◆
Brand copy (taglines, slogans, social media copy, etc.)
◆
Crucial touchpoints
Phase 01
Logo & visual language development
LOGO PROCESS
Being based in Whistler, the concept for the logo had plenty of visual queues to draw from. Both local mountains, Whistler and Blackcomb were included in the logo as a homage to the geographical area; the two iconic peaks Whistler is known for.
A logo mark was also developed to compliment the brand for retail applications.
A custom typeface was developed to complement the primary font, which represents kids’ unbound imagination and adventurous spirit.
#F5009D
#21DB9A
#FFFFFF
#000000
SHREDZILLA
We created a brand avatar to connect with the target audience on an emotional level and appeal to any gender; thus, Shredzilla, the shredding T-Rex came to be.
Personas
Eldest of three siblings
Family economic bracket: upper middle class ($230K)
Has a sizable allowance and makes many of his own purchases
Family travels both domestically and internationally
Activities/sports: mountain biking, hiking, swimming, snowboarding
Other interests: gaming, skateboarding, guitar
Favourite brands: Vans, Spyder, Burton
Family economic bracket: higher end of middle class ($160K)
Moderate allowance, makes some of her own purchases
Accustomed to getting what she wants
Second youngest of four siblings
Activities/sports: swimming, mountain biking, skiing, camping
Other interests: making jewelry, reading, hanging out with friends
Favourite brands: Fox, Roxy, Mountain Equipment Company (MEC)
Based on the information we captured and distilled, we developed:
◆
A new vision and core values
◆
A visual identity:
Logo, fonts, colours, design elements, a custom-illustrated brand “avatar”, and product samples
◆
A new vision and core values
◆
A unique selling proposition and brand promise
◆
Brand copy (taglines, slogans, social media copy, etc.)
◆
Crucial touchpoints
Phase 01
Logo & visual language development
LOGO PROCESS
Being based in Whistler, the concept for the logo had plenty of visual queues to draw from. Both local mountains, Whistler and Blackcomb were included in the logo as a homage to the geographical area; the two iconic peaks Whistler is known for.
A logo mark was also developed to compliment the brand for retail applications.
A custom typeface was developed to complement the primary font, which represents kids’ unbound imagination and adventurous spirit.
#F5009D
#21DB9A
#FFFFFF
#000000
SHREDZILLA
We created a brand avatar to connect with the target audience on an emotional level and appeal to any gender; thus, Shredzilla, the shredding T-Rex came to be.
Personas
Eldest of three siblings
Family economic bracket: upper middle class ($230K)
Has a sizable allowance and makes many of his own purchases
Family travels both domestically and internationally
Activities/sports: mountain biking, hiking, swimming, snowboarding
Other interests: gaming, skateboarding, guitar
Favourite brands: Vans, Spyder, Burton
Family economic bracket: higher end of middle class ($160K)
Moderate allowance, makes some of her own purchases
Accustomed to getting what she wants
Second youngest of four siblings
Activities/sports: swimming, mountain biking, skiing, camping
Other interests: making jewelry, reading, hanging out with friends
Favourite brands: Fox, Roxy, Mountain Equipment Company (MEC)
The payoff
The client is extremely happy with and enthusiastic about the new brand and strategy. Centring on Mountain Kids Outfitters’ target audience—kids—it creates a unique position in the market and delivers comprehensive yet accessible engagement opportunities to promote the brand and grow the business.
Mountain Kids is still in the initial phase of rolling out its new brand, with new signage, a redesigned website, and other assets designed by Beacon to come. Stay tuned!
The payoff
The client is extremely happy with and enthusiastic about the new brand and strategy. Centring on Mountain Kids Outfitters’ target audience—kids—it creates a unique position in the market and delivers comprehensive yet accessible engagement opportunities to promote the brand and grow the business.
Mountain Kids is still in the initial phase of rolling out its new brand, with new signage, a redesigned website, and other assets designed by Beacon to come. Stay tuned!
Phase 02
Website and business cards
Want in?
To access brand strategy expertise that will revitalize your existing brand or communicate your new enterprise with clarity and focus, contact Beacon today.
Want in?
To access brand strategy expertise that will revitalize your existing brand or communicate your new enterprise with clarity and focus, contact Beacon today.
Credits
Art Direction & Project Management
Dani Vachon
Design
Jaz Rodriguez (lead) Teresa Cantu Michan Rosen
Illustration
Teresa Cantu Carlie Russelle
Copy Editing
Matt Turner
Strategy
Dani Vachon Matt Turner
Credits
Art Direction & Project Management
Dani Vachon
Design
Jaz Rodriguez (lead) Teresa Cantu Michan Rosen
Illustration
Teresa Cantu Carlie Russelle
Copy Editing
Matt Turner
Strategy
Dani Vachon Matt Turner
Credits
Art Direction & Project Management
Dani Vachon
Design
Jaz Rodriguez (lead) Teresa Cantu Michan Rosen
Illustration
Teresa Cantu Carlie Russelle
Copy Editing
Matt Turner
Strategy
Dani Vachon Matt Turner