When Bauer came to us and asked for a new helmet package that would inspire the consumer and drive sales we started with Iconic, Super hero style photography.
Photography shot in our studio, the idea was to use a single light source to dramatically highlight the contours and shapes of the helmet without completely overexposing the photo.
The results speak for themselves, there was nothing at the time like it and it sent all other helmet producers into catch up, mimic mode.
Back to Black, along with our inspirational photography, and refreshed brand mark we also redesigned the sizing, model and color label to be navigated quickly and clearly without compromising the overall aesthetics of the design.
After we established the new Bauer brand identity, we went to work on the Crown Jewel of the family, the skates. With a dizzying array of products and three distinctive models the challenge was to strengthen the Bauer branding and highlight the varieties. After extensive interviews with consumers and professionals we developed a system much like helmets, that would be easy to navigate wether your at a big box store or at a specialty dealer. Once again this set a new standard for the industry and sent the competition scrambling.
Our new design applies to everything from apparel tags to street and floor hockey equipment.