Spil© created the brand positioning for Brooklyn Kayak Co. established a new logo identity, crafted the brand tone, messaging, and visual language.
OUR SERVICES
Brand Positioning
Visual Language & Messaging
eCommerce Website
01
The paddle sport industry is growing in the US. The number of registered kayaks and canoes grew 9.6% from 2016-2017, the largest year-on-year growth in the time period 2004-2017
Source: https://www.statista.com/statistics/621952/registered-kayaks-canoes-usa/
02
In 2014, kayakers made a total of 105.2 million annual outings. Kayakers made an average of 8.1 outings each in 2014.
03
For the target customer, there is significant crossover participation between paddle sports and a range of indoor and outdoor activities, notably walking, hiking, running/jogging, bicycling, camping (within ¼ mile of home), and fishing.
04
Kayak fishing is the fastest growing segment in paddle sports. Kayak fishing
tournaments are trending as pro bass fishing grows. There are hundreds of local kayak fishing tournaments in the US, fueling sales for fishing kayaks and accessories.
Source: https://www.canoekayak.com/kayakfish/kayakfish-news/kayak-fishing-tournaments-followingbass-
tour-wave/
BRAND DNA
MEET ME OUTSIDE
Get outdoors with insiders.
Brooklyn Kayak Co. inspires everyone to get outdoors. Unplug and reconnect with nature. We know it’s hard, but nothing worth doing is easy. Our mission is to help you be pro-active about enjoying fitness, sport, and life’s simple pleasures.
Brand mission: To get you outdoors.
Brand essence: ADVENTURE – FITNESS – COMMUNITY
The final logotype is an abstract expression of a wave and an homage to the bridges that connect Brooklyn to the rest of the world. The form’s fluidity exemplifies minimalist design. The slab serif typeface Neue Aachen Pro’s bold character, old world charm, and juxtaposition balance the mark. The BKC Oval Badge is an alternative design to accommodate usage at smaller sizes.
DEEP
SHALE
FIRE
