October 16, 2008
Wigwam's New Brand Architecture and Product Naming
Have you looked in your sock drawer recently?
Kind of a mess isn't it? Mine is anyway.
The Wigwam sock line, all 138 styles, certainly wasn't a mess, but definitely had expanded into a challenging portfolio for retailers to work with.
Strategic Name Development partnered with Wigwam, one of the few, if not the only, major sock manufacturer that can still claim "Made in the USA," to create a common naming nomenclature for its extensive line of 138 sock styles.
The styles were grouped into 5 competency areas:
- At Work
The assignment included brand architecture, product naming and a packaging copy system to accompany the award winning packaging created by MSLK Graphic Design.
Some of the consumer-friendly language is reflected in the new product names like:
- The Big Easy
- Diamond Dancer
- Blue Ox
- Snow Whisper Pro
In fact, that consumer-friendly language included a new twist on "Made in USA" to "Proudly Made in Sheboygan USA." For those of you who may not know, Sheboygan is located on the beautiful shores of Lake Michigan in Wisconsin.
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