Sandstrom Partners has recently designed a revitalized brand strategy with new packaging for sports equipment manufacturer Speedo.
Faced with decent brand awareness but a dated image, Speedo hired Sandstrom to reposition its brand to compete in the contemporary sports-equipment market, with brand-packaging consistency across product ranges to provide a more unified retail shopping experience. The company's retail presence had become fractured and confusing, with multiple product tiers sold through numerous retail channels, each demanding its own Speedo.
"We re-categorized the product lines by distinct consumer groups while providing a consistent visual and verbal brand block at retail," said Jack Peterson, President of Sandstrom Partners. "The results were instant-retailers universally embraced the new packaging system."