B2B brand Zonson dominated the custom golf bag market in the professional golf world, but to drive meaningful growth, the brand needed to expand into the B2C market with a new range of lifestyle bags. Owner Ronnie Shaw came to BLVR with the task of creating a lifestyle-oriented retail powerhouse from the ground up.
Audience segmentation identified a new socially-conscious audience who sought out brands with like-minded values. They wanted high quality items but also expected the products they bought to help with important social issues.
Vessel’s brand belief was simple — to make great bags and to share their blessings with others. To build on this, we developed a brand strategy around being filled with purpose. 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. We established a philanthropic business model in which, for every bag purchased, Vessel gave a school backpack to a child in need. Finally, we created a new brand identity that not only reflected the sleek and sophisticated design of the products, but upped the cool factor in a way that would connect with a millennial crowd.
– 100% sales increase year on year
– 50% increase in web traffic year on year
– 40,103 bags donated