Work: Case Study PowerPro
Despite being the go-to braided line for anglers across the world, the PowerPro branding and packaging was dated and needed more cohesion and energy. Lower quality and cost competitors were flooding the market, and it was imperative that the brand kept its edge at retail. Shimano asked us to jump in and lead the brand, packaging and retail display overhaul.
PowerPro is recognized by anglers around the world, so the first major decision we made as a team was to evolve and update the branding rather than start from scratch to prevent losing that recognition and equity built over the years. In working through our research we kept hearing a consistent theme – that PowerPro was the most trusted line because it delivered in the toughest conditions.
We focused on that insight and point of difference to develop a story theme around “No Matter What” and sharpen the brand design and displays.
After wrapping up the brand position, story and identity palette, we turned our attention to the all-important packaging formats (PowerPro offers various lines to suit different fishing situations and needs), point-of-sale displays, tradeshow graphics, factory signage, advertising creative, and comprehensive branding guidelines.
Given that PowerPro is the top selling braided fishing line in the worldwide market, we had to get the branding overhaul right. The new premise, storyline and design platform delivered, just like the lines – to spark new energy for this premium brand, elevate its presentation at retail point-of-sale and events, and create a more consistent and cohesive design approach going forward.
