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Supporting the Stars.
Client
Stars Appeal
Industry
Charity
Summary
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The Den Kit Company began with the seed of an idea, planted and tended by Kay and Jo who as mothers, primary school teachers and Forest School Practitioners, are both passionate advocates of outdoor play.
The brief.
Like many great businesses, The Den Kit Company was started from a kitchen table in 2008 after identifying the clear benefits of creative, fun & unprescribed outdoor play for children’s mental and physical health.
As the company grew, it was recognised that there was a real need for a refreshed, modern brand to better showcase its product range, competing both on shelf and online in the crowded toy and outdoor activity market, whilst reflecting the core values of what makes TDKCo so appealing to it’s audience.
Our Approach.
Following extensive brand workshops, strategy meetings, full marketing and packaging audit, as well as in-depth market research, we developed a creative approach that focused on celebrating the child’s journey in exploring the outdoors through Den Kit’s creative, adventurous, fun and authentic products.
The concept of ‘collecting these childhood outdoor experiences’ in a similar way to a traveller collecting badges from the different locations they visit became the big idea on which the brand world was formed. The strapline ‘Made for Adventure’ was as equally thought provoking due to it’s double meaning referencing how the products were produced whilst also being the catalyst for outdoor play.
We built The Den Kit Company’s brand world, developing a suite of creative assets that allowed the brand to flex and move in interesting ways across all media, without relying on a single logo to do the heavy-lifting. It was important to showcase the brand’s heritage and commitment to sustainability through an identity and website that reflects its past while embracing the future.
The brand sought to foster a sense of connection and community engagement among its audience. The playful, unprescribed nature of the products was celebrated, whilst allowing for clear pillar differentiation across the product range. The packaging of products was also reimagined to be as clearly identifiable in small thumbnail images online, as on shelf, with the added bonus of the on-shelf ’strap’ acting as a security device preventing the kit bags from being opened in store.
Over our years working with the ever-enthusiastic team Den Kit, we created comprehensive brand guidelines for the consistent application of the identity across across everything from display advertising, brochures, fact sheets, newsletters and other promotional materials, to digital marketing, website ?and social media, to signage for properties and environmental graphics – not forgetting the packaging itself and several advertising campaigns and films.
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The results.
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