Brand Positioning | Key Messaging | Creative Assets | Packaging | Product Renderings and Vision
A staple of the American road since 1958, Winnebago, along with their licensing agency, Brandgenuity, developed a two-phased consumer products strategy to reach a younger audience. The first phase was to create positioning, product concepts, a packaging system, and a graphic collection for a classic American brand.
Redefining a Brand
For consumer products, we opted for the original, flat-color Winnebago logos versus the sleek, newer logos being used on the actual vehicles. We also developed an official brand pledge, a brand logo stamp, a tagline, and a packaging system.
Colors and Textures
Our style guide included a core brand color palette based on the new Winnebago Brave motor home to be released the following fall.
After consulting our trend resource, WGSN, we decided to create this surface inspiration page to showcase a mix of both natural and techy substrates.
Brangenuity tasked us with conceptualizing products that would be unique to Winnebago.
Many of our product concepts were modular, including compartments for easy storage. We also made a handy checklist to keep the brand extension in line with the actual vehicles.
Theme Art Collections
For the second phase of the program, we developed a retro-style graphic collection, which we broke up into two themes.
The first theme, called Groovy Wheels, combined playful editorial with mod, period graphics. The second, Road Trip, evoked a carefree, off-the-grid lifestyle inspired by the openness of the American landscape.
Both themes could be applied to a variety of products, including soft goods, apparel, home décor, and other printable items.