Gabor: SNIPE - THE NO LIFESTYLE STYLE

Credits & Description:

Category: Environmental Design: Semi-Permanent

Advertiser: GABOR FOOTWEAR

Product/Service: SHOES

Agency: MUTABOR DESIGN

Date of First Appearance: Sep 11 2009 12:00AM

Entrant Company: MUTABOR DESIGN, Hamburg, GERMANY

Account Executive: Heiner Terbuyken (Gabor Footwear GmbH)

Marketing Director: Jan Brinkmann (Gabor Footwear GmbH)

Marketing: Susanne Ojeda Moreno (Gabor Footwear GmbH)

Creative Director: Heinrich Paravicini (Mutabor Design GmbH)

Art Director: Frederike Putz (Mutabor Design GmbH)

Design: Tim Rotermund (Mutabor Design GmbH)

Photographer: Andreas Buck (Freelance)

Copywriter: Maria Samos Sanchez (Mutabor Design GmbH)

Media placement: Board 1 - Düsseldorf - 11.09.2009 - 3 Days



Describe the challenges and key objectives

The brand had to be re-created, as the old owner had to stop the production for a year. We had to reposition the brand, refresh the logo and create an entire story around the brand. The new claim had to be young and different to all the other ecological shoe brands in the market. The new target group of the LOHAS had to be addressed with an authentic language and authentic personalities. The new claim: Snipe-the no lifestyle style had to be filled with messages and selling arguments. The new features of the shoes (washable, chrome-free tanned) had to be explained.



Describe the brief from the client

Gabor Footwear acquired the global trademark rights for the Spanish designer shoe brand SNIPE in March 2008. Gabor wants to use SNIPE to satisfy consumers’ growing need for authentic, sustainable products in combination with a puristic collection statement. The assortment encompasses women’s and men’s shoes and is located in the medium to high-price segment. For the repositioning and rebranding of the brand, including the launch campaign, the intention is to create a pithy brand profile that can be positioned in the LOHAS environment.



Describe how you arrived at the final design

Together with the newly created claim and the new, adapted Snipe logo, the freshly created brand profile reflects the brand’s fundamental values: sustainable, authentic, free, simple and functional. An entire campaign look was designed for this purpose: from the shoebox to the shop design, by way of all the stationery and the selling arguments. In a straightforward, uncomplicated way, Snipe presented itself at the GDS with a special trade fair design that is as attention-grabbing as it is simple. With its folding modules, the fair stand can be adjusted to fit any available piece of floor space and can be reused time and again.



Give some indication of how successful the outcome was in the market

The interest in ecological products has a huge interest in every market in the world. After a short amount of time in which the customer began to see the new look and feel of Snipe, it was accepted quite soon. The customer relays on all the features provided with his new shoes and is now learning how sceptical he should be wearing shoes that had not been i.e. tanned chrome-free or that it is possible to wear shoes made by recycled material.