uvex, a long-established German brand, wanted to create a new collection for freeskiers and mountain bikers. The intention was to tap into a new, young target group without losing existing customers.
Alongside the classic collection, a new brand segment was developed as a spearhead and an experiment: the uvex core range. The image for the new segment closely followed the style of the uvex brand. The design was fresh and dynamic, conveying the impression of a new start and clearly signaling the rejuvenation of the entire brand.
In neon green, the visual presentation of the core range exuded self-confidence and symbolized the autonomy of the new collection within the uvex brand. The rounded cube was implemented as a distinctive logo. This logo can be used in a wide variety of ways and is consistently being integrated across all communication channels and media.
In this context, the uvex logoappeared in a totally fresh guise; it was given a central position and created a clear context between uvex and the new core range.
Influencers to increase the brand value
The new positioning was more than merely a surface makeover - depth was also provided with regard to content. Influencers were integrated and brand ambassadors from the freeski and mountain biking scenes supported the project, supplying content and contributing to the development of products. In this manner, the core range was modeled as an authentic link between the brand and young athletes. This not only cemented the positioning, but simultaneously increased the brand value of uvex.
After four years, the brand rejuvenation project was so successful that the uvex core range could be integrated seamlessly into the entire segment when the overall corporate design was overhauled.
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