Background: Zebco is a leading fishing tackle (rods & reels) brand in the North America. Established in 1949, Zebco is a legendary brand in the category with strong emotional equity with category consumers.
Project Challenges: It is critical to the future of Zebco that we revitalize the brand by increasing appeal and engagement with active, outdoor Millennials & Gen Z growth-target consumers. Too long we have drafted on our brand heritage and ignored our brand equity and marketing assets. The Zebco logo and brand identity have not been refreshed in nearly 30 years and honestly, we look dated (see attached logo).
Also, Zebco is not only competing with fishing brands, but is competing with the broader outdoor industry for these consumers’ choice of outdoor activities and purchases. Outdoor logos today are full of energy & personality that make them very “sticky.” We have really fallen behind the outdoor industry (see attached logos).
Zebco is (finally) undertaking a total brand refresh. We need a powerful evolution of our logo which would also include the addition of a sticky visual asset (however, we need to maintain enough of our current logo so that we are still recognizable). Our brand team is new and sees huge potential in awakening this sleeping giant.
Deliverable: Evolution of the Zebco logo complete with a new ‘sticky’ visual asset.
We’re looking for a distinctive, highly-memorable, on-trend, and emotionally connecting logo… you should ask yourself “would an outdoorsy 25-year-old want our new Zebco logo sticker on his/her Jeep?”
WHO: Target Audience
Brand Target: Recreational Anglers.
The Zebco brand targets those looking for a social activity to spend quality time with friends and family. With a wide offering of products that are easy to use and a great value, Zebco is appropriate for any age group and has mass appeal.
Growth Target/Prime Prospect: Active, outdoor Millennials & Gen Z. They are outdoor-sapiens that participate in a number of potential activities: hiking, camping, kayaking/canoeing, cycling, boating, golfing, horseback riding, climbing, etc. They have fished in the past to some degree but are lapsed or light participants today.
• 47% of first-time fishing participants are women. Although the majority of ongoing occasions are male, we need a logo that is masculine but not overly so… we need it to appeal to women as well.
• Zebco consumers do not consider themselves as fishing professionals – they are more often just looking to enjoy the outdoors with friends/family or escape the hassles of modern life for an afternoon. If the logo elements look too hard-core or like technical fishing it will miss our sweet spot.
WHAT: Design Strategy
Brand Look/Tone/Feel: Aspirational, Vibrant, On-trend, Engaging, Adventurous & Down-To-Earth.
Color Palette: Current palette consists of only Red (Pantone 200) & Black. We are looking to maintain Red in the color palette, although it does not have to remain as Pantone 200
Typography: Consider (but not mandatory) maintaining an all-caps font treatment to the Zebco logo
Packaging: Logo needs stopping power and immediate recognition at shelf. Keep it simple and avoid too detailed of a design.
We are excited to see the submissions and the energy and life that you will help pump back into the Zebco Brand!