Problem

Although the brand has over 30 years of heritage and owns the position of the most comfortable back pack, Gregory has not had an consistent brand message or identity for nearly 10 years. Color palettes and logo treatments have changed annually and their web presence did not represent the brand. All of their print creative, (in true outdoor industry fashion) made zero impact and did not differentiate them from their competitors. With fragmented messaging and a inadequate web efforts the brand was still seeing growth, simply due to superior products and great sales success in Japan.

Solution

BKWLD went back to basic and dug deep into the brand's core. We talked to the people behind the brand: the designers the sales team and customer support. We dug and dug until we could clearly define the essence of Gregory and the elements that personify the passion of the people behind the brand and those that use it. Through our research we landed on this positioning statement: The Gregory Brand and those who use it seek a higher standard and due to their unique lifestyle and set of needs, are driven by a visceral desire to fight complacency. Whether you are a hard-core mountaineer or a star on the urban catwalk, by wearing Gregory you show the desire to be Uniquely better. Better by being healthy, adventurous, genuine and enlightened. You are not driven by competition or ego, but motivated instead by simply living the good life.

And a tag: Quality. In Life.

Using this as our standard we created Gregory:

• A new style guide (Color palette, logo treatment, new photo assets)

• New product launch strategy (Product video, print ad's, web banners, experiential campaign)

• A web re-fresh (scalable platform for e-commerce and global growth)

• The beginning of a new catalog of lifestyle and product assets

Outcome

The Gregory brand is now positioned for growth. They have a brand position and identity that the entire company believes in and is proud of and a web site that can expand as the brand does.