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?