| Maui Jim
2010 REBRAND 100 Winners > notable
Industry: Retail Stores and Food
Brand Extension
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Ask an optical retailer who makes the best sunglasses and they will tell you Maui Jim. Combine that quality product with the Aloha Spirit and you have a brand already on fire.
Challenge
• Support the rapidly growing brand by capturing the essence of the laid back Maui lifestyle while conveying the premium nature of their sunglasses.
• Build program piece-by-piece, but create a cohesive look that’s transferable across the range of distinct fixtures and packaging.
Strategy - Create an iconic look that’s compelling to both genders.
• Science Repetition of clipped corners, art, rattan, color, vibrant lighting and Duratrans capture the shopper’s attention. Large mirrors to see how great they look in the product. All units have a Polage, a unique art form proprietary to Maui Jim, allowing the client to see how the product can reduce UV rays and clarify images.
• Emotion The textured fabric and rich, colored wood create the feeling of a tropical getaway. The new, more substantial displays emit luxury. An original Hawaiian print on micro fabric echoes the Aloha spirit of the brand.
• Service Maui’s brand is about quality, service and laid back lifestyle. A full-time retail support person keeps the merchant happy and the P.O.S. presentation always looking its best.
Result - Maui Jim continues to outpace the industry and the new display program has become a must-have for reps... It sells more product!
Credits:
Client: Maui Jim Sunglasses
Brand Strategists/Designers: The Client and Chippenhook Team - www.chippenhook.com
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