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NavJack 2013 REBRAND 100 > notable

Enterprise Rebrand
Country Base: Taiwan (R.O.C.)
Industry/Sector/Keywords: Consumer Goods, Services, Technology Products, Computer Accessories, Manufacturing
Below: Before and After Images in Slide Show, Summary, Credits

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NavJack -


Industry Setting
NavJack produces premium Apple accessories. With three decades of experience in precision manufacturing, the company excels at working with speciality materials such as carbon-fiber and glass-fiber. The company’s technical craftsmanship is evident in every accessory made.

Because of the advanced technology and high-quality materials needed to manufacture NavJack accessories, NavJack’s products are sold at higher prices, with some almost double the price of the competition. Unfortunately, NavJack’s original identity looked too much like the competition’s, and it failed to position the brand’s products as being worthy of a higher price tag. NavJack also faced skeptical distributors who remained unconvinced of the value of the accessories, and, hence, only a few distributors were willing to carry the brand’s products.

To help NavJack better communicate its positioning as a unique, upscale brand with a tradition of technical craftsmanship, a strategy project was first undertaken to unearth the brand’s core value—“the art of engineering.” The old identity was subsequently replaced with an identity that captured the superior craftsmanship of Navjack accessories. A stylized signature was also introduced as the new NavJack logo, and a new slogan—Sculpted Essentials—suggesting a sculptor’s ceaseless pursuit of perfection, further reinforced an artistic connection.

Launched in late 2010, the rebrand captured NavJack’s artistic and engineering essence and provided the brand with a fresh start. Distribution increased from three countries to twenty countries within a year, and their premium positioning was confirmed with the inclusion of the NavJack iPad Corium case in the exclusive gift bag of both the Grammy Awards and the Academy Awards in 2011. At US$115, the premium iPad case is one of the most expensive iPad cases sold in the US market.


Client: NavJack -
President: Jack Chen
Brand Manager: Kelly Chen

Brand Strategists/Designers: DDG -
Brand Strategist: Jenny Yuan
Brand Strategist: Eric Yin
Communication Strategist: Nathan Haslewood
Creative Lead: Alex Hsu
Designer: Jean Lee


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