Go Outdoors

North Ridge 2017 Capsule Range

The Challenge

Elevate the perception of an own-brand range to reflect its higher price point and quality.

Solution

Go Outdoors own brands are often discounted, sometimes heavily. Add in their no-frills door drop advertising and you can see why customers wouldn’t generally consider its own-label ranges as comparable to the big outdoor leisure brands. However, the North Ridge Capsule Range was a new take for Go Outdoors. The new range actively targets a younger and more fashion-conscious audience, therefore every piece is made with the latest technologically-advanced materials.

The quality is reflected in the price. And this quality was reflected in the brochure we produced. In everything from the design and copy, to the stock and the photography. In total we undertook five different photoshoots, appealing to distinctly different audiences within our target group. Locations ranged from urban parks to industrial cross-fit gyms to isolated spots in the Peak District.

The upshot was an honest yet aspirational style, creating a desirable and identifiable look that matched the pricing and quality of this can-do range.

Done Better

  • Look Book design
  • In-store
  • Web imagery
  • Web banners

Do Better Skill Sets

  • Art direction
  • Copywriting
  • Design
  • Casting