A brand consultancy creating
better brands through dialogue.

Leadership Through Dialogue.

How do you elevate a brand in a functional category?

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  • Strategy
  • Packaging design system
  • Structural packaging design
  • Point of sale
  • Prototyping
  • Production

Mustang Survival

Marine safety gear, especially PFDs (personal floatation device) are sold like a commodity, with few people asking for a product by brand name. 

Using superior packaging design and merchandising to show off the technical attributes and fit of the product, Mustang Survival appears as a clear category leader.

"I want a Mustang"

Through extensive retail visits; observing shopper behavior, customer intercepts and in-store sales staff interviews, three things became clear.

  1. Most customer purchases are based on necessity, coming into stores saying “I need a PFD” vs a brand name purchase.
  2. The packaging and retail presence reflected this attitude with a functional and technical engineering approach, which gave no differentiation between brands, and created a challenge to decipher between crucial product uses and attributes.
  3. The superior quality and design of Mustang Survival’s gear was not apparent.

The objective of the project was clear, change the customer need from “I need a PFD” to “I want a Mustang”.