From the initial insight of the product line and their targeted consumers, it was clear that our client needed to reposition their existing business to cater to a new, higher end market segment. They were looking to reposition themselves as a lifestyle brand.
So we rebranded the business along the lines of their core product values and proposed benefits. Wildrose symbolizes strength, resistance and comfort, which were the main attributes they wanted their customers to see in their safety brands. We worked on the brand elements in such a way that provided a strong connection between the brand's core functions and key attributes to create value for the end users.