What do you do?
Master Branding, Brand Voice & Personality: Robin Albin / Creative Direction, Design: Lauren Webster
THE URGENCY:Allegro Creative Designs, a division of the Conair Corporation, had been experiencing softer sales over the past 5 years. The company was under threat from vendors who were going direct to factories to create product. Allegro needed a new, distinct product concept that utilized their design expertise to jumpstart their business and transform them from a B-to-B to B-to-C enterprise.
THE INSURGENCY:We identified 5 high-potential categories for Allegro, each with the potential of generating a sizable, protectable new business for them. Of the 5 directions, the team selected a new brand that would target the ever-growing nomad cohort that lives an improvisational lifestyle. Our insight: The line between work and life is blurring rapidly as our days become more fluid and fast paced, our gear needs to shape shift on-demand. Now for those whose life is a total mixed bag, we created “The HypheNator” the one and only “Hackpack” with the ability and agility to shape-shift at will.