Woods Brand Refresh
Project & Stakeholder Management | Consumer Research | Brand Strategy | Positioning | Brand Guide & Expression Development | Agency Management | Launch Campaign
OVERVIEW
A multi-year project to modernize and reinject heritage, Canadiana, and credibility into one of North America’s oldest and most storied outdoor brands. Spanning brand audits, consumer segmentation research, brand guide development, and a re-launch campaign, the work redefined the essence of the Woods brand: “Canada’s Original Adventure Outfitter”.
From a dated, indistinguishable outdoor brand to…
Canada’s Outfitter Since 1885
CHALLENGE
Post-pandemic, the outdoor market was more competitive than ever and the outdoor consumer had fundamentally changed. In the wake of this, and to future proof the Woods brand, we recognized the need to refine our target consumer, sharpen brand foundations, and drive greater awareness and equity through the brand’s creative expression.
Woods Brand Anthem video created to re-launch the brand in Spring 2025 as “Canada’s Outfitter Since 1885”.
The brand refresh focused on sharpening and filling in brand foundation gaps including the refinement of purpose, vision, mission, brand essence, value proposition, and positioning statements.
A refined brand expression was then created including a new brand headline, product headline, content look and feel, and advertising creative. Only minor changes were required to visual brand language (colour adjustments) as the existing logo and fonts were strong.
RESULTS
Drove consistency, impact, and emotional connection through a modernized brand expression.
New brand guide to drive stronger internal alignment and decision making.
Identified a new target market for improved positioning and awareness and consideration tactics.
Set a clear, compelling brand purpose, vision, and mission to future proof the brand for the next decade.