Case Study - Rebranding a sports eyewear ecommerce brand | Sporteyes.com

About the Client

Reasons

The key reasons to go for a rebranding were:

• Remain competitive
• The current branding became outdated
• Establish evolution and growth
• Keeping up with times
• Stay up to date on all of the latest design trends

Goal

The goal was to provide a visual revamp to the brand while keeping the core identity intact. 

Requirement

The requirement was to develop a new logo design, color, typography system, and brand guidelines.

To achieve this, we:

• We first started to understand their current and future target market(s), business goals, market’s competitive scenario, and stakeholder requirements.
• These findings and insights were used to define and design a unique logo and identity for Sporteyes without changing the core brand idea.
• Further, we built a dynamic brand manual that will act as a guiding document for usage and applicability of the new identity across all parallels.

Process

Step 1 - Brand Discovery

At this stage, we intended to know the company brand and the project goals.

This was done as a 2 part process -

1 - The questionnaire: here we gathered basic insights about what the brand is and does. The members of the core team were asked to fill in the details which would be a part of the final decision-making process.

2 - Discovery call: this was substituted with a discovery document* where we gathered the insights & formulated a guiding document for the project with the answers shared in the questionnaire.

Step 2 - Research and brainstorming

This was an essential stage where we conducted thorough research to prepare a visual direction document. This document was also based on the responses received in the questionnaire.

The research and visual direction were presented to the client for approval.

The orange-blue color direction was liked by stakeholders but they wanted see few more color directions so we presented the below options -

Finally, the original orange-blue color direction got approved.

Step 3 - Logo Design

In this step the logo options were built based on the visual direction and were presented to the client.

Step 4 - Developing Colors & Font Type System

Step 5 - Final Presentation (with revisions)

This was the final stage of the branding process, where all information received and processed was presented with revisions. The final outcome: