Our research revealed a powerful opportunity for RSG to create a lifestyle brand that tapped into the energy and passion of the specialty running community. The name, JackRabbit, was chosen as it built on existing brand equity while aligning with who the company wanted to be. It hints at running without being explicit or limiting. It is memorable, distinctive and evocative enough to support its customer’s active lifestyles. By removing the word “Sports” from the name, we were able to extend the new brand’s reach.
While the existing logo was fun and playful, it lacked the maturity needed to steer the brand forward. The new icon is fluid in form and embodies the brand’s story of action and movement. Its distinctive color is bold and warm, retaining the spirit of the original. The typeface evokes motion and reinforces the brand’s friendly and fun loving personality through its rounded forms.
Based on the new positioning, we helped JackRabbit bring its brand to life through a series of signature experiences that would emotionally resonate with customers. In stores, a team of running experts offers personalized shoe fittings and gait analysis. New training and fitness programs help customers meet their personal fitness goals. Locally organized runs and sponsored events help support the local New York City running community.