Summer Vibes In Calgary Tag

SUMMER, BUT MAKE IT ALL YEAR LONG

Mr. Summer is a swimwear brand that sells playful shorts for confident fellas. As a company founded in Calgary Canada, the duo behind Mr. Summer are all too familiar with swimwear being not just a summer-time trend but something people also rock in hot tubs at their local ski resort. Mr. Summer is a lifestyle encouraging adventure, play and a little bit of cheek.

The Mr. Summer brand had gained some popularity over the years with their quality product, but the founders admittedly rushed their original logo to meet high demand. With more time and funding behind them, they wanted to re-look at their brand and make it one they could be proud to associate with their clothing. 

Our goal with the branding was to maintain the feeling that Mr.Summer had already created, it couldn’t deviate too much from where they were at because they had a bit of a loyal following. However, their audience had shifted in a way, focusing more on direct consumer purchases rather than through various retailers. We knew we had to keep their playful and approachable tone while elevating it slightly to feel more like an independent clothing brand.

What we did:

Discovery + Strategy, Archetypes, Audience Profiles, Messaging, Logo kit, Type + Color, Brand Guides, Mailers, Swag, Hang tags, Email Marketing.

The Wizard Archetype

 

HOW IT TRANSLATES

Wizard brands are transformative. When it comes to the motivation of the Wizard brands, these brands want to make their customers dreams come to life and create something special and informative. Wizard brands use a light hearted magical appeal to really connect with their audience. They are playful and cheeky hoping to always bring their customer a sense of surprise and delight. The goal of this archerype is to help people transform their everyday, improving one’s life and make things exciting.

HOW IT TRANSLATES

When it comes to seeing the Wizard in action, one can expect brands that are very compelling and charismatic. They meet their audience with delightful and surprising moments. This creates a confidence in the brand, creating attention and curiosity from customers. These brands tend to promote wonder, excitement, and transformation through their product or service.

The Wizard offers a story or escape for customers. This insinuates a fascination, creating a strong following and loyalty from customers that makes them consistently come back for more and be part of the “hype”.

fun but not Childish

We’ve got bright colors and playful language, but this brand isn’t for kids.

magic but not mystical

Sparking moments of delight, giving customers confidence, but without crystals.

Stylish but not Trendy

We stay current, and push new designs, but we’re not following what everyone else is doing.

 

“We’ve had record sales and traffic to our website in just one day it’s
wild! Having a brand kit and something we’re so pumped on has made
posting on social so much easier. We’re finally EXCITED to post!”

EMILY EBBELS, CO-FOUNDER, MR.SUMMER

 

Fonts in use

Headers and Titles : Commuter Sans
Subheads:  BN Canteen
Body: Realist

“Perhaps even more impressive though is your ability to interpret our crazy descriptions and overall vision, and bring it all to life so perfectly”

EMILY EBBELS, CO-FOUNDER, MR.SUMMER

“We’ve had record sales and traffic to our website in just one day it’s wild! Having a brand kit and something we’re so pumped on has made posting on social so much easier. We’re finally EXCITED to post!”

EMILY EBBELS, CO-FOUNDER, MR.SUMMER

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