Project background

Wildcraft, India’s first outdoor gear brand emerged, like several other legendary brands, out of a garage some 25 years ago. Passion came first, commerce followed. Wildcraft products were developed first by the creators for their own use. The brand caught on among other outdoor enthusiasts and built a strong niche community for the brand.  As the brand grew, the category expanded and international brands entered the fray, Wildcraft faced the dilemma that many brands born out of passion do. How to grow without letting market considerations dilute the core beliefs that gave birth to the brand?

 

From the client

It’s important that work like this fires up the brand team’s imagination and that’s exactly what it did!

Working with the future brands team was an eye-opening experience for me personally – the depth to which the study went starting with the immersion into the brand’s current status served not only to pose some difficult questions but to clarify our minds as a team. The consumer immersion and resulting brand vision & ID document served as an input into the brand brief given by them. The resulting brand logo, tagline, communication and future strategy have created a strong foundation for the brand to leap from. It’s not often that you see the kind of commitment, involvement and ownership of a brand before, during and even after our engagement. It’s important that work like this fires up the brand team’s imagination and that’s exactly what it did! Their work will continue to drive direction and serve as guide posts into the brand’s future. It has and always will be a pleasure working with the team.

Simeran Bhasin
Chief Marketing Officer, WildCraft

Questions posed

• Need to position the brand as a complete (head-to-toe) outdoor outfitter
• Positioning the brand sharply while speaking to the larger market opportunity
• Regaining the credibility with our core constituency
• Insightfully defining the core audience
• Accounting for existing and potential sub-brands