B2B brand Zonson dominated the custom golf bag market for golf brands and professional golfers. To drive meaningful growth, the brand needed to diversify into the B2C market with a new lifestyle range of bags. Owner Ronnie Shaw came to BLVR with the task to create a retail powerhouse from the ground up.
Key User Insight
Audience segmentation identified a new socially conscious audience who liked to support brands with like-minded values. They wanted high-quality items but expected the products they bought would help with important social issues.
Vessel’s brand belief was simple—make great bags and share its blessings with others. To build on this, we created a brand strategy around being filled with purpose. It not only touched on the role of the bag, but it also showed the customer was holding a unique purpose within them. We created a philanthropic one-for-one model. For every bag purchased, Vessel gives a school backpack to a child in need. We created an evocative new name, Vessel— a play on the product being a vessel for your items, as well as the consumer being a vessel of love and hope.
– 100% sales increase year on year
– 50% increase in web traffic year on year
– 40,103 bags donated