With a new store almost ready to be opened in Bunbury, Evolution Surf approached Jack in the box to develop a new website. After an initial discovery, it became obvious that Evolution Surf had outgrown their current brand and positioning. It soon became clear that building an optimum marketing pathway also required brand refinement. The mantra was “Get the brand right and the rest will follow!”
With a brand evolution required we acknowledged that the existing brand still had traction but needed crafting and styling to properly establish Evolution’s position in the market. Our concept was to utilise flavours of the old brand while using the same colour palette, but representing the company with a more modern style, slightly less aggressive and in keeping with the ‘surf culture’. It was also important that the brand continued to attract both male and female consumers whose interests were both surf and fashion orientated.
The resultant solution was an energetic new brand, able to be utilised for the new signage at the Bunbury Store. Modern and reflective of the organisation’s stylish image and representative of the surfing idiom. With the new brand as its foundation the new website better reflected the positioning and possessed the capabilities for an online store. The brand can be successfully applied to any promotional material while sustaining its positioning. In the surfing world, modern styling is essential to maintain favour with the surfing elite. The brand can be proudly worn by any surf enthusiast who relates and engages with the sport.
The Last Word
Evolution’s brand and product are now completely aligned. The Dunsborough and new Bunbury store are ‘on brand’ and the new look has only served to advance the organisation’s success.
What We’ve Done
- Brand Development
- Stationery Suite
- Loyalty Cards
- Point of Sale Material