Zebco Global Rebrand

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Cue - Zebco

When watchmaker R.D. Hull created a better fishing reel back in 1949, his patented discovery reinvented fishing, making it easier than ever before to explore the outdoors. Today, fishing’s popularity has been challenged by an outdoor category offering an almost unlimited array of activities. Zebco not only needed a way to reposition itself in the category, but also to be more visible, identifiable and competitive with other contemporary outdoor brands.

Our work began with an approachable new wordmark, intentionally simple to align the brand with its easy-to-use products; iconic and confident enough to stand out in the retail environment. The wordmark abandons the former logo’s heavy-handed quality, but retains the underline as a nod to the past. The Z icon becomes the simplest brand expression.

In 1954, Zebco introduced the 33, destined to become “America’s Favorite Reel.” Borrowing from the classic reel shape, we created a structure for iconography that pays homage to the brand’s most popular product.

The packaging system accommodates three tiers of products, product names with variations, and an array of benefits and features. Value, flagship and premium tiers manage layers of information, designed for easy navigation by consumers. Packaging forms include hang tags for open stock, boarded rod and reel combos, and clam packs and boxes to house individual reels.

Previous product packaging was cluttered and inconsistent. New packaging makes the brand visible using a prominent wordmark, brand color and “Z” stripe as a visual disruptor. Boarded items act as “billboards” at retail, maximizing the brand’s visibility.

New branding and iconography for the brand aims to be simple, iconic and appealing enough to take its rightful place among other iconic outdoor brands.

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Design Agency Name: Cue
Organisation/Project Type: Agency, Published Commercial Design
Article Title: Zebco Global Rebrand
Brand / Project Name: Zebco
External Design Credits: Creative Director: Alan Colvin, Designer: Matt Erickson, Copy Writer: Jake Nassif
Project Type: Consumer Brand Creation, Consumer Brand Redesign, Consumer Brand Rejuvenation, Consumer Brand Refinement
Strategic Deliverables: Consumer Research / Insight, Consumer Brand Strategy, Consumer Tone of Voice, Consumer Brand World, Consumer Product Brand Architecture
Design Deliverables: Consumer Branding, Consumer Brand Creation, Consumer Rebranding, Consumer Brand Identity, Consumer Brand Identity System, Consumer Brand Guidelines, Consumer Brand Experience, Consumer Graphic Packaging Design, Consumer Structural Packaging Design, Consumer Retail Brand Design
Location: United States America
Market Country: Multiple Countries
Market Region: North America
Project Category: Entertainment
Consumer Packaging Format: Blister-Pack, Box, Case, Clamshell, Tag, Wrap
Consumer Substrate / Material: Metal, Plastic, Pulp Board, Pulp Paper