The Challenge
Enwild is a small, family-owned outdoor equipment and clothing retailer. Formally known as Backcountry Edge, Enwild is headquartered in Manheim, PA, but their reach and impact are much greater. When we first encountered the Enwild team, they were suffering from competitors that had nearly the same brand name. In addition, some of those competitors had brand identities so strong that Enwild was finding it difficult to grow in the industry. Through a detailed brand audit and market study, we were able to help Enwild embrace their true, passion-driven philosophy to strengthen their customer loyalty and reputation.
Our Role
Our work with their rebrand began with intimate interviews with the key players in their organization. Enwild helped us ensure that we were talking with members of their organization that lived in every aspect of their operation and a customer’s journey. From there, we also did a deep work-study of their competitors and reputation as a retailer in the outdoor industry.
After presenting our findings, we made recommendations to the Enwild team on priority and worked together to divide and conquer to meet their goal of a rebranding launch in the Spring. From there, our team began brainstormings names that fell into the five brand name motifs we felt were best suited for the client :: descriptive, alliteration, fabricated, foreign, and composition.
Enwild's new name and logo allow them to harness the potential of new customers while providing comfort and familiarity to their current ones.
Once the brand name was chosen, we worked with Enwild’s team to finalize the logo and tagline to round out their new identity. It was important to both teams to make sure that the customer service and brand that loyal customers knew and loved was elevated and representative of their business through the rebrand. The new name and logo offered them an edge that allowed them to not only harness the potential of new customers, but to also provide comfort and familiarity to their current ones.
Services
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Your logo is the first, and most important, impression your company can make. It's important that it tells your story.
Jason Grantz, Marketing Manager, Enwild
The Results
During the lead-up to the rebrand, we continued to work closely with the Enwild team on brand materials that would coincide with the launch. Development of a new brand t-shirt, hats, stickers, and website branding updates ensued, lending them the flexibility and control of a total brand launch across all marketing platforms and customer journeys.