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We are shaking up the conventional retail market for off-road lighting with our new brand. It brings a sense of adventure to the table, along with all the necessary features for outdoor enthusiasts. We want to empower you to create your own story – the path is yours to forge. As the art director for this project, I oversaw the creative team and collaborated closely with the marketing directors. I initiated the project by presenting my findings from market research, highlighting gaps in the market and areas for improvement in terms of product positioning, visual branding, and brand attributes. Together with the marketing directors, I guided the creative team through the logo design, creation of mood boards, icon design, packaging design, and a complete rebrand of over 100 skus. Please see the comparison between the old brand and the newly rebranded Blazer strategy below.
Based on product and brand positioning at retail, these mood boards were created to help tell the story and supported the new tone and persona of the rebrand.
Logo ideation using the original brand to create a modernized logo with natural evolution.
Final logo design that is modern and stays true to the original brand.
A sampling of the current product line at retail.
This is a sampling of the package redesign with category segmentation. Color blocking on the right side was implemented to make the shopping experience educational and pleasurable. In addition, call-outs were added to give clear communication on added benefits and features for step-up products.
Colored icons to highlight additional features and benefits for each package and product.
Icon designs for packaging to help communicate use-case for products.
Illustrations to visually capture light beam patterns to educate consumers on terminology and application.
The objective was to create a simple and easy-to-navigate product catalog that highlighted new features and educate why these products are superior to the competition.
Line drawings for instruction manuals.