Cult Brand Marketing Case Study | Expanded National Reach
The State of the Brand:
Beloved by elite bicyclists, Sugoi sought to grow into a brand for Triathletes and mainstream consumers , but worried about losing its hardcore loyalists.
How We Helped
The packaging system overall needed to cost less, look better and say more. Working directly with product development, marketing, and sales, teams we simplified how to share product technology with retailers and consumers.
The Results
Sugoi grew into a triathlete brand and gained wide acceptance with casual cyclists without losing their street cred.
“David Lemley and team are masters at reduction. They created a vibrant new packaging solution for Sugoi that simplified our 34 proprietary fabrics technologies into one simple, easy to use visual language.”
– BD. Murphy, (former) Director of Marketing, Sugoi
Scope Of Work
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Brand Architecture
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Packaging System
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POS Strategy
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Style Guide
BEFORE
AFTER
