Empowering a brand legacy group.
Piranha Global
2016-2019
Scope of work:
User Research / Trend Research and Analysis / Global brand Strategy / Industrial Design / Portfolio strategy / Engineering / Manufacturing / Supply Chain Management / Branding / Marketing
Impact:
In the last 3 years, we helped Piranha transform and reorganize the brand group. Piranha solidified themselves as unquestionable market leaders in their home country with consistent traction and growth on international markets.
> Successfully developed and launched 2 new products, each recognized with international design awards;
> Successfully launched their global rebrand;
> Established strong partnerships that opened doors for emerging markets.
13 years of legacy shaped in 19 months.
A brand logo that scales the fierceness of Piranha far and wide.
Understanding Piranha Legacy
To deeply understand the Piranha community, we ran a series of immersion workshops, in-depth field research and interviews with employees from different sectors.
> 12 innovation workshops;
> 60 days spent working at Piranha HQ.
Hunger for more.
When finding what was most authentic about Piranha, we understood that there was a shared drive between the Piranha team and its community - one of almost endless energy, pushing everyone to go beyond their limits and moving them to be better every day.
We’ve encapsulated this emotional spirit into the global creative strategy - Hunger for More - empowering those who push to be better every day and keep asking for more. This new direction informed every aspect of the new brand identity, from voice & messaging to sub-brands tagline and various communication initiatives.
Unleashing the creative spirit
of Hunger for More.
And using it to reposition and unify
all brands of the Piranha group.
We created cross-functional teams that ran strategy, brand, and product development sprints simultaneously, making product and brand work as one. At speed.
In less than 19 months, we released 2 new products, launched a new brand, and completely restructured all the brands by re-directing each one with a specific mission that empowers the shared global Piranha vision.
> 19 Months from start to full strategy implementation.
> 4 Brands re-directed to empower Piranha’s global vision.
> 2 new product launches ( 1for META, 1 for Supplies);
> 1 new brand that provides a unique strategic positioning for the group.
Big changes comes with big responsibility.
Rebranding a 13-year-old brand has always its risks. But by empowering people with a vote on product development and distribution, we considered product development as a platform to build a better brand and used it to create a bonding experience between Piranha and its tribe.
If you want more information or have a new project, let's talk:
pedro@pedrogomesdesign.com
Thank you!
