When we asked our client how the new brand name, identity and marketing collateral was working for them they said, “it’s like we have just been found”.
Kawau Kat Cruises was an established brand that had been around for 14 years - however, it was tired and they needed to reinvent themselves. Redfire's challenge was to determine what brand value existed, and if we should update their existing brand identity or totally change their name and create a new identity.
Our market research showed there was some brand recognition, however, the brand was not relevant to the offer and focused on the boat fleet. The brand confused local consumers and did not effectively market the experience to the international tourist.
Our brand strategy was to focus the brand towards the emotional trigger points so we focused our design solution around the experience. The drive was to continue to build local consumers and more importantly target the international tourist with a focus on 'soft' adventures.
Redfire developed a new name – 360 Discovery and logo design that was engaging and emotional. It centred around the excitement of going on an adventure, to discover and experiencing something new. Incorporating the waves as an iconic association to the water and bringing some historic brand elements, we appealed to both existing customers, stakeholders and uncovering a new target market.
We developed a brand architecture system to cater for the travel products offered and applied this across all marketing and advertising including brochures, advertising, signage, uniforms and trade marketing.