Tyler Dantuma
 

Family-Owned First

THE PROBLEM

Treba is an outdoor supply company that offers high-quality products in retail location as well as online. They were creating a membership card for their discount program, and needed a design that reflected a family-friendly vibe, while staying true to a woodsy, forest feel.

THE SOLUTION

Included in this design process were multiple drafts and stages of designs that showed completely different options for the client to choose from, eventually leading them to realize they loved a style they didn't initially expect to want.

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FIRST STEPS

Being a family-owned business, Treba put high value into focusing on active families as customers, and wanted their brand to reflect that. We conducted on-site market research at three of their stores, giving insight into the motivations of their target audience.

 
 
 

MARKET RESEARCH

Treba customers voted for businesses that make them feel like they’re buying high-quality, stylish products. Comments and votes aligned with them gravitating towards designer brands like Under Armor, Nike, and Patagonia. There was also a desire to contribute to small, family-owned businesses.

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DISCOVERIES

HIGH QUALITY FOR FAMILIES

Analyzing the data from the market research led to three important discoveries for the direction of the brand and product:

  • Both the customers and the business owners valued family-focused products, so the brand and subsequent materials needed to reflect an active-family lifestyle.
  • Customers felt the products were old and outdated, leading to the conclusion that a modern, stylish approach was appropriate.
  • The current branding and product marketing didn't exist in modern media formats. The logo, brand standards, and marketing materials needed to be brought up-to-date.
  • Competitors had simplistic, straightforward design that centered around their logo and brand.
 

LOGO DISSECTION

 
 
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BRAND IDENTITY

In the interests of establishing a brand identity, I created a composition of products that the website would sell, each overlaid with the company colors. This allows the customer to get a feel for the essence of their brand, and for designers to have a sort of blueprint for aesthetics.

 
 
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ITERATION AND OPTIONS

The initial customer desire was to mimic a gift card from a local home supply store, but that card itself was very outdated. It was important to show the customer what they wanted, along with what I would propose would be a successful utilization of their brand. This way, they could see the contrast of what they thought they wanted versus what would solve the challenge they faced.

 
 
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CUSTOMER FEEDBACK

They were very stricken with the desired and suggested designs, and immediately saw the value in the newer, modern design. With their approval, I explored more designs along their favorite choice, leading to a final design sheet with options that captured the needs of the challenge at hand.

 
 
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FINAL DESIGN SHEET

 
 
 

UNEXPECTED DIRECTION

It was surprising to see the start contrast with where the customer thought they wanted this project to go, and then to look at the designs that grew out of working with the them and exploring their needs and brand. Sometimes what a customer wants may not be what is best for them, and its our job as designers to help them through that journey to the best solution.

 
 

PRESENTING THE IDEA

FINISHING THINGS UP

After bringing the previous mocks to the business owner, they gravitated towards the centered, simplistic design featuring the outdoors. They loved the redesign of the logo, and began rebranding their retail location, focusing on the targeted color scheme. A few supplementary marketing materials were provided to the business to market their new loyalty card on social media, in store, and on their website.