SARIS CYCLING
Telling the Hero's story
SARIS CYCLING
Telling the Hero's story
Saris Cycling makes products for serious cyclists that measure power and help you train. But they were stuck in a functional benefit war. After some qualitative research we found that cyclists believe that they have more to give if they could just find it. The idea, "The Power is in You" was hatched. We walked away from the common cycling visuals of some idealized world and instead opted for celebrating pain. It's a classic hero archetyipical story.
The honesty was rewarded with a 42% increase in sales all attributed to the advertising.
Saris Cycling makes products for serious cyclists that measure power and help you train. But they were stuck in a functional benefit war. After some qualitative research we found that cyclists believe that they have more to give if they could just find it. The idea, "The Power is in You" was hatched. We walked away from the common cycling visuals of some idealized world and instead opted for celebrating pain. It's a classic hero archetyipical story.
The honesty was rewarded with a 42% increase in sales all attributed to the advertising.
MILIO'S SANDWICHES
I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me to add your own content and make changes to the font. I’m a great place for you to tell a story and let your users know a little more about you.
Think + Make Brand Creators
KINDRED CREAMERY
Creating a new consumer brand. The Innocent archetype applied to cheese.
Meister Farms came to us with a challenge. They were making about ½ the cheese for Chipotle but they wanted to take their story to the consumer side. Their story was amazing, they have a program they call "Cows First" which treats cows ethically. More pasture time and overall bovine health. It makes better cheese and the story is one of purity and kindness to animals.
Our first challenge was to name the company. Meister Farms just didn't roll off the tongue. Kindred Creamery tells a story about the Kindred spirit with animals. We then created a logo, packaging, collateral that told the brand story and a website.
