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Creative Director: Stephen Burton
Art Director: Lindsay Tucker
Created by: Lindsay Tucker, Stephen Burton
Programming and Development: Nathan Brown
Copywriter: Stephen Burton
Image Retoucher: Danny Joslyn
Video Producer: Ben Amos
Photo Credit for POMO Studio Image: Lucas Muro www.lucasmuro.com.au

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CaNibble Brand Strategy

UNITED STATES

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HOW DO YOU CREATE AN AUTHENTIC
PRODUCT BRAND FOR THE AMERICAN MARKET?

We were referred to Ken and Julie from CaNibble. CaNibble is a hardware tool known as 'nibbler'. They had designed and manufactured this tool which had been selling in Australia and the U.K for some time. Ken and Julie wanted to re-brand it and market it into the United States.

WHAT WAS POMO'S METHODOLOGY?

We needed a strategy for the brand and the product that would position this tool as a high quality purchase in the American market. We needed to make it appeal to American consumers as well as create a presence for the product that was unique compared to it's competitors.

Part of our methodology involves an initial brand workshop. It was at this workshop that we were amazed to hear that Ken had first designed this tool in the 1970's and since then has not only been manufacturing it but also continually refining it and improving it. It was a tool that was created with great love and care and in some ways represented his life's work.

A powerful image started to form, a man toiling away in his workshop for years, refining, re-designing and re-building this tool to be the best it possibly could be – a tool made by a true craftsman. It struck us that the picture emerging was similar to something that was a deep-seated part of America's cultural history.

WHAT WAS THE STRATEGY?

America is a country with a long and proud tradition of manufacturing high quality hand tools. Once upon a time, American-made was something that you could believe in and you could trust - you could buy an American tool, use it your entire life and then hand it down to your kids. This was a proud period of American history. Those days are nearly gone, but a nostalgia for this remains as a theme that run deep through the American psyche.

We wanted to situate the CaNibble tool in this cultural tradition. The tool, the way it was made, the knowledge behind it, the passion to refine it for over thirty years all of these things told us that this product truly was a part of that tradition, all we had to do was unlock the story.

PROJECT OUTCOMES

STRATEGIC REVAMP

Complete strategic revamp and refresh of brand across all product touch-points.

RELAUNCH

Successful product launch into American market.

IMPROVED SALES

Consistent sales of full product line from online website e-commerce shop designed and developed by POMO.

NEW MARKETS

Brand and digital solution has driven deeper expansion into the American market.

"The idea of buying something made with love by a genuine old-fasioned craftsman goes back to a period of Americal history where things were made for life. Connecting the product to this sense of history and pride were cornerstones of the new approach that we devised."

By lending art direction to the instructional videos, a seamless brand experience was created through all customer touch-points for the CaNibble product. Staging the video in a location that tied in visually to the branding was crucial for this. Video by Innovate Media.

If you'd like to gain access to POMO's unique methodology for any project, don't hesitate to contact us today on 07 5441 6605.

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