SmarterLabs_

SIK Broadheads

Take it to heart.

Take your weakness (having no identity) and with proper research, planning, and execution make it into your greatest strength.

Recognition

(not entered)

Scope

Branding
Competitive Analysis and Positioning
Web Development
UX Design
Creative Direction
Strategy
Packaging Design
Sourcing

Credits

Julie Hope: Design
Randy Land: Photography
David Arthur: Photography
Phillip Seitz: Videography
Kennedy Rose: Web Development
Kyle Redmond: Creative Direction

The Challenge
When tasked with developing a brand from nothing you also start with nothing. Clean slate. That's where we excel though. Being able to study the competition, their strengths and weaknesses, packaging and price point, you can position your brand exactly where it needs to be to succeed. You can take your weakness (having no identity) and with proper research, planning, and execution make it into your greatest strength.
The Solution
Of course starting from nothing comes with its own challenges too. SIK broadheads started as a concept. The engineering team knew what it wanted to create, and what the product features would be. We just had to build a brand around it so that it would succeed on the shelf. We started with extensive competitor and market research, plotting competitor price points and perceived quality. Doing this revealed exactly where the market was crowded and where (as a new brand) we new we would want to avoid to get the most traction. We then developed a brand to fit perfectly into the broadhead market, with a modern sharp almost nordic appearance. Warm blood, cold steel, and bone became the foundation and inspiration for patterns, and color pallets. The logo icon would be interchangeable depending on the product the consumer most identified with and preferred, but would still remain very identifiable as a SIK brand product. Packaging would be totally differentiated from the rest of the marketplace, and would be sourced local to the factory producing the product at a comparable cost to the clamshells most competitor brands were using, and would be a significantly better experience to open.
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