In a bid to appeal to a more urban target group, the company also developed a White Label collection, focusing less on the waterproof attributes and more on comfort and performance. By means of a roadshow across Germany, our mission was to familiarise retailers with the new GORE-TEX product portfolio.
To this end, we developed a three-dimensional brand diamond that showcases the GORE-TEX Black Label products at its centre. This is where the retailers began their visit and got the message: GORE-TEX is remaining true to itself and its core brand values. Expanding into the White Label area allowed them to experience the new products as a natural evolution of the existing portfolio. A concept that paid off: many retailers took the opportunity to start contract negotiations right on the spot.
