Best Made Inc. visual systems and brand positioning proposal

UNIFY

CORE INSPIRATION

AS A DESIGNER, I SPENT MOST OF MY TIME IN FRONT OF THE COMPUTER. I LOST TOUCH WITH MY HANDS.

CORE PRODUCT + SYMBOL

SYMBOL OF AMERICAN DESIGN MANUAL CALLING TOOLS THAT EMPOWER YOU TO CREATE & DISCOVER

EACH TOOL SPEAKS RECOVERY. RECOVERY OF WHAT HAS BEEN LOST.

UTILITY. STRENGTH. ABILITY. SKILL. SURVIVAL.

ATTENTION TO DESIGN + DETAILS

SIMPLIFY

CORE VISUALS LOGO:

COLORS:

CORE VISUALS PHOTOGRAPHY STYLE:

BRANDED ELEMENTS:

Monday, 30 April, 12

courage, compassion, grace, fortitude... With these 4 cherished virtues, best made reminds us what we are capable of.

TARGET AUDIENCE

PROMOTE THE AMATEUR

AMPLIFY

CHALLENGES

MAINTAIN RURAL CREDIBILITY EXPAND WHILE STAYING TRUE TO CORE PRINCIPLES IT IS NOT ABOUT TOOLS IT IS ABOUT EMPOWERING TO CREATE BEAUTIFUL OBJECTS

WHERE ARE THE OPPORTUNITIES?

MARKET ANALYSIS

82% OF AMERICAN POPULATION LIVES IN URBAN OR SUBURBAN AREAS 42% OF NY STATE POPULATION RESIDES IN NEW YORK CITY (2011 CENSUS BUREAU ESTIMATE) 66,940 PEOPLE PER SQUARE MILE IN MANHATTAN (US CENSUS BUREAU)

MARKET ANALYSIS

59% of Americans planned 5 or more weekend trips last year (US Travel Association)

People need an escape from the daily grind

MARKET ANALYSIS

“THE AGRITOURISM MOVEMENT IS FUELED

BY CITY DWELLERS WHO WANT TO UNDERSTAND WHERE THEIR FOOD COMES FROM OR WHO FEEL AN URGE TO EMBRACE THE COUNTRY LIFE.” AGRITOURISM IN NEW YORK (ESTIMATED FOR 2010)

$211 MILLION GROSS REVENUES $25 MILLION NET PROFIT

MARKET ANALYSIS Expensive The Hamptons Fire Island BEST

MADE

Saratoga, NY

Hudson, NY The Catskills, NY Mohegan Sun Casino, CT

Adirondacks, NY

Hands-on

Pampering Upstate NY Farm Stays

Long Island Wine Country

The Poconos, PA

Atlantic City, NJ Sandy Hook, NJ Farmers’ Markets

Inexpensive

CURRENT TRENDS

URBAN WOODSMAN

•

REACTION TO THE “METROSEXUAL” TREND

•

COMBINE AESTHETICS AND FUNCTION

•

SILENCE

•

•

EXPERIMENTATION IN THE “LOST ARTS” •

REACTION TO INCREASED URBANIZATION & USE OF TECHNOLOGY DESIRE FOR REFLECTION, DETACHMENT, FOCUS, AND SPACE SEEN AS A LUXURY ITEM

D.I.Y.

•

REACTION TO ECONOMIC CRISIS OF 2008

•

REFLECTS DESIRE OF CONSUMERS TO BE IN CONTROL

•

EFFECTING A VARIETY OF INDUSTRIES (EXERCISE, FOOD, HEALTH, BEAUTY)

BEST MADE RECOVERS WHAT HAS BEEN LOST. IT EMPOWERS THE INDIVIDUAL (WITH TOOLS) TO CREATE AND OPPORTUNITIES TO EXPERIENCE. REJECT THE NOTION THAT LIFE IS LIMITED TO SAFE, CONVENTIONAL IDEALS.

BEST MADE A HOLISTIC HOSPITALITY LIFESTYLE BRAND

HOW DO WE MOVE IT BEYOND THE AXE?

BEST MADE A HOLISTIC LIFESTYLE BRAND

COOK & SHARE

PLANT & CRAFT

EXPLORATION

WELLNESS

ACTIVITIES

ACTIVITIES

ACTIVITIES

ACTIVITIES

COOKING BOTTLING CANNING BREWING BEER

FARMING FORAGING WOODWORKING LETTERPRESS PRINTING

KAYAKING HIKING CAMPING FISHING HUNTING ANIMAL TRACKING

EATING HEALTHY TREATING YOURSELF AND NATURE WELL

PRODUCTS

PRODUCTS

PRODUCTS

PRODUCTS

LINE OF FOOD PRODUCTS LINE OF DRINK PRODUCTS COOKING UTENSILS

FARMING TOOLS AXES + KNIVES LINE OF STATIONARY PRINTS

FIRST AID KIT SURVIVAL KIT CAMPING EQUIPMENT APPARELS

LINE OF GROOMING PRODUCTS LINE OF BATH PRODUCTS TOWELS + ROBES

RECLAIM YOUR INNER EXPLORER

RECLAIM YOUR INNER CREATOR

RECLAIM YOUR INNER FOODIE

RECLAIM YOUR INNER WOODSMAN

RECLAIM YOUR INNER EXPLORER

RECLAIM YOUR INNER CREATOR

RECLAIM YOUR INNER FOODIE

RECLAIM YOUR INNER WOODSMAN

THE FUTURE BELONGS TO THE ONES WHO ARE WILLING TO GET THEIR HANDS DIRTY

DECOR & FEEL

GETTING YOUR HANDS DIRTY

COOK & SHARE

ATMOSPHERE

EXPLORATION

TYING IT ALL TOGETHER

CORE AD CAMPAIGN

AMATEUR

EXECUTION PLAN

PARTNERSHIP WITH A HOSPITALITY BRAND LAUNCH BY SUMMER 2014 UPSTATE NY LOCATION GROUP PARTICIPATION IN LARGER PROJECT CONNECTION TO RURAL COMMUNITY

THANK YOU

QUESTIONS?