| Swift Optics - Binoculars
2007 ReBrand 100 Winners > notable
Industry: Eye Care/Optical - Below: Before Image, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Known for delivering high quality optical products since 1926, Swift Optics faced competitive challenges to its core birding binocular segment.
Challenge - To provide birders with a light-weight, durable, waterproof, mid-priced binocular combined with high-touch comfort and a contemporary style.
Strategy - In order to enhance their established line of binoculars and beat out new competitors to the mid-priced market, Swift strategically chose to create a product that offered:
• Cues, colors and textures borrowed from the outdoor gear market
• A harder exterior rubber to improve durability and shock absorption
• A soft interior rubber that provides a sure grip in any weather plus more handling comfort
• A seamless, waterproof dual density housing
• A non-slip focusing knob
• Twist and lock eye-cups to accommodate eyeglasses
• Premium optics and prisms
• New full multi-coating technology to provide greater light transmission
Result - By veering away from its classically traditional brand, style and color black, Swift Optics came up with a new design and style praised in the birding world. According to Living Bird, the Cornell Lab of Ornithology publication, the Swift Ultra Lites are an “exceptional value” and “have clearly earned a place among the top choices.”
Credits:
Client: Swift Optics - www.swiftoptics.com
Brand Strategist/Designer: Item Group - www.itemnpd.com
Principal/Project Manager: Aidan Petrie
Senior Designer: Dave Copland
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