In anticipation of the company’s sale, Hamax asked WORK for a rebranding in order to strengthen their identity, and get a look that would fall in line with their changing corporate future. Having had a production-oriented structure, they now needed a branding focus to define their own position in the marketplace.
One of the first things we noticed was that the company had a self-contradicting message in terms of safety. The bike seats and helmets conveyed safety in the summer, but the sleds and snow toys were made for extreme sports in the winter. Our research told us, however, that there was something connecting these two worlds – and that was boldness. We began to bring this connection to the fore by making an exaggerated version of their logo, which looked big and playful, but could also be seen from a distance. We also kept in mind that the company wished to mold the logo into the products as a cost-saving feature.
Another thing that stood out to us was that there was no apparent product hierarchy to their summer or winter gear, so we restructured their product line-up to give Hamax’s sales team a simplified pitch.
In addition to a vast identity program we developed in-store display racks, and new packaging with bright colors, clear safety instructions with simplified technical illustrations, a product test center for bike seats, and sales brochures.
Outfitted with a reinvented identity that closely linked Hamax to the core values of fun and safety, the company was properly dressed up for sale, and sold. Hamax caught the eye of HTS, and successfully joined them in 2009.