An iconic, innovative fishing gear company, Zebco has been challenged by an outdoor category offering an unlimited array of options. Dated identity and packaging not only needed a way to reposition itself in the category by being competitive, visible at retail, and identifiable as a relevant outdoor experience company.
We repositioned the brand, inviting people to discover and share life outdoors with others. As an adventure brand, Zebco (and fishing) becomes an exciting part of how people can experience nature.
The logotype was simplified to create a strong, contemporary identity. Zebco Red color blocking accentuates the angle of the Z to support a strongly branded retail presence. The packaging system accommodates three tiers of products, product names with variations, and an array of benefits and features. Value, flagship and premium tiers manage layers of information, designed for easy navigation by consumers across a wide variety of packaging forms.
The new branding and packaging system for Zebco is simple, iconic and appealing enough to take its rightful place among other iconic outdoor brands. A strong brand block of red cuts through retail clutter at the point of sale, allowing the brand to be get noticed on the shelf.