demonstrating care for the natural world that is so
intrinsic to its customers’ lives. In terms of design, the
company sought to highlight its identity.
“From photos featuring local pet lovers and their
pups, to a topography map of the Durango mountain
area that serves as the bags’ background, every detail
of the new design is authentic and further reflects the
brand’s outdoor lifestyle and ties to its headquarters in
Durango, Colo.,” Rizzo says.
Lifestyle brands also offer retailers a unique selling
point when talking to customers in their stores.
Companies with this branding approach usually have a
unique story to tell about where they and their products
came from, both in a literal and more figurative sense,
which can be a powerful tool for making a sale.
“This idea of provenance, of knowing where stuff
comes from, it’s becoming more important than ever,”
Smith says. “These lifestyle brands have stories that
are memorable and easy to repeat. They can tell a
story about where the product comes from.”
For P.L.A. Y., having that story and identity is essential
to the success of the business. It’s that authenticity and
passion for their missions that allows lifestyle brands
to make connections and build customer loyalty in a
way many traditional large companies can’t.
“A consumer brand can just be a company that
makes and sells products, or one that builds a loyal
community of followers around them, inspires them,
puts a smile on their face and elevates the consumer
experience,” Chen says. “It is important because it
is what makes our company unique, successful and
sustainable, armed with a strong brand identity that
doesn’t fade with trends.”
For a true lifestyle brand, it’s not about pleasing
every single consumer in the market—it’s about
serving its community. Nulo takes this philosophy to
heart, which is apparent in its new marketing campaign,
titled “We Decide.” Rather than focusing on telling
consumers that Nulo is the best food for everyone,
the advertisements and marketing materials aim to
empower pet owners to make informed choices about
what they feed their pets.
“Rather than telling people what they should buy, our
goal is to inspire them to make their own decisions,”
Landa says. “By inspiring people to turn the bag around
and look at what’s inside, we know we’ll win.” PB
on its packaging designs. “By adding that tag detail, we let consumers know that
they’re contributing to a company with values that include an active commitment to
progressive, sustainable business practices,” Chen says.
Zuke’s recently undertook an extensive packaging redesign to better reflect the
values of its lifestyle brand, both in style and substance. The company found ways
to adjust the materials and size of the packaging to reduce its environmental impact,
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