Porto, Portugal-based Royal Studio was hired to design the brand identity for McCooper Studios, a photography studio with a special touch in Sci-fi and a background in cinema. The designers of the Royal Studio combined a typical style of the 20s and 30s with a mad-man steampunk sci-fi era mood.
Industry Setting With the rise of a burgeoning middle class in Taiwan, interest in sportswear has grown rapidly over the past decade. The outdoor sports apparel market has become a highly competitive space as suppliers have proliferated, most of which lack well-defined brands or clear strategies. GoHiking is a local distribution channel that offers various foreign brands of outdoor sports apparel within this space.
Challenge GoHiking was perceived as an outdated, old-fashioned sports apparel channel store. It suffered from poor, unattractive store design and a brand identity that people in the 20-30 age range found unappealing. With nothing to distinguish it from other local companies and a corporate acquisition bringing about a change in direction, the brand needed urgent modernization and a complete strategic makeover that would better align it with the tastes of a younger audience.
Strategy Beginning with research that revealed fresh customer insights, we found that a gap in the market presented an opportunity for a striking and distinctive visual identity that broke ranks with the rest of the market. If original colors were combined with new materials and an approach that had never before been attempted in this space, a breakthrough could be made that captured the attention of the market. This would lead to the strategic repositioning of the brand, giving it associations of modernity, dynamism and aspirations for a better life that resonate with a 20-30 year-old audience.
Result The new identity included color, store design, packaging, and bag design, and transformed GoHiking into a stylish, contemporary and chic brand. The choice of yellow, when used in combination with wood, created an in-store design that was unprecedented in the local market, achieving high levels of acceptance amongst a wider proportion of consumers and creating significant differentiation from competitors.
Identity and packaging design by Matthew Hancock for Union Yard, a small independent cafe, situated in a commercial area of central Norwich. The brand identity reflects a focus on take-away hot beverages.