BCG is an active lifestyle brand that heavily focuses on apparel, footwear and hardgoods. We accepted the challenge to refresh the brand but keeping the logo.
The visual identity behind the new look is meant to incorporate more lifestyle qualities with fluid elements that identifies with being active. We kept a bold red for on shelf appeal behind a softer gray palette to be approachable amongst our demographic. Our message is direct and easy to identify for shoppers. Our goal is to build a brand identity that speaks to the active consumer whether they are an enthusiast or just beginning.
The refresh was well over-accepted by the internal clients and sales went up to prove it was a positive move.