SKINS 400 SERIES GLOBAL BRANDING by PEKOE GROUP for SKINS INTERNATIONAL TRADING

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SKINS 400 SERIES GLOBAL BRANDING

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Australia
Agency PEKOE GROUP
Creative Director Greg Boulting
Released February 2010

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: SKINS INTERNATIONAL TRADING
Product/Service: SPORTS COMPRESSION APPAREL
Agency: PEKOE GROUP
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: PEKOE GROUP, sydney , AUSTRALIA
Managing Director: Phil Spedding (Pekoe Group Pty Ltd)
Creative Director: Greg Boulting (Pekoe Group Pty Ltd)
Media placement: Branding & Brand Architecture - Packaging, Exhibitions, online - 01 March 2010 - on going

Describe the challenges and key objectives
A unified ID system needed to be created to represent not only the 400 Series as a whole, but also existing and future ranges. The complete solution had to sit under the Global brand. Some of the key challenges this project offered: • The 400 Series range must not intrude or dominate the SKINS brand but work as a co-driver • Create multiple category differentiators • Position SKINS as a technological leader • Facilitate cross selling • Build on the SKINS technical story

Describe the brief from the client
SKINS has taken a journey of evolution with its market leading sports compression garments. As their range continues to expand, across garment styles, colours and shapes as well as gender and sport - it is becoming increasingly difficult for the end user to navigate the brand. Since the 400 Series will not be the last product or range development, SKINS’s challenge to us was to create an ID system that allows SKINS as the ‘order’ generator, the store as the product display solution and the end user as the purchaser identify the range more easily.

Describe how you arrived at the final design
Our solution was to create an ID system inspired by SKINS unique 400 fit, a way of cutting and shaping according to 400 key fitting points. We were single-minded in our approach to deliver a brand architecture that would live and thrive in any medium, working as a clear and concise category differentiator. Our solution also ensured easy navigation and ease of product selection with the versatility to work on any scale. The exploding point design contributed another dimension for both the online and digital environment.

Give some indication of how successful the outcome was in the market
J’aime Brierty, International Brand Manager for SKINS says “This is the biggest new product launch in our company’s history. We’re really happy with the result and are excited to see the response from the market.” Market performance data is scheduled to be released within the next 4 to 6 weeks; however key outlets contacted reported a considerable increase in sales.