Big Red Gear Branding

The Brief

To compete with a growing number of aggressively priced eCommerce 4x4 lighting start-ups, BWI engaged Kick to relaunch their budget conscious Big Red Gear brand, promising to offer a superior product at a comparable price.

The Result

Kick identified that the key players in the oversaturated market lacked any emotional connection with their audience and focused solely on their products and pricing. To gain a competitive advantage, Kick positioned BRG as a lifestyle brand, not a 4x4 lighting brand. The change in mindset resulted in BRG selling tools which help their customers explore remote destinations and live their best lives.