PROJECT PROFILE: KURGO REBRAND
Kurgo is a leading manufacturer of outdoor gear, apparel and travel accessories for dogs and their people.
Clean New Look:
Update brand identity (logo and graphics) to be more current and boost impact while maintaining
their established outdoor culture.
While Kurgo continued to grow at a very aggressive pace, the brand's direction had shifted from being focused on travel products to primarily outdoor gear and apparel. Their logo needed to reflect this more and also to provide more impact.
Break the Mold:
Create sales tools that position Kurgo
more as an outdoor brand than a
typiccal pet product brand.
While digital media rules in the land of marketing these days, it does not eliminate the need for print collateral.
In person meetings with buyers, exchanges at trade shows and various B2C opportunities all still benefit greatly from the tangible value of a well crafted catalog. (digital version as well of course)
Packaging that pops on the shelf and promotes better brand awareness.
One of the most important updates needed was to the brands face at retail. While Kurgo was fast becoming a force in the pet industry worldwide, their packaging was quite outdated. The company originally made auto accessories and the style of the packaging still reflected that.
Influence the influencers:
No more trash n trinckets.
Connecting to the audience.
Kurgo has built a solid reputation among
dog loving outdoor adventurers and
travel enthusiasts. The ask was for brand forward apparel that spoke to that culture ...stuff they would want to wear.