Feeling pressured in an oversaturated women’s active wear market, Tonic sought a brand refresh. This high-end environmentally responsible active wear company has products in 37 countries but had very low brand awareness. To raise brand recognition, we transformed the image of their products from practical to fashionable and shifted their marketing strategy away from their products and towards their audience with this pivotal message: “Strong, Smart, Beautiful. Nothing feels like Tonic.”
We also collaborated with 17-time Tennis Grand Slam Champion Martina Hingis and her sports agency, Octagon, to develop a marketing strategy that worked around Ms. Hingis’ demanding tournament schedule. We coordinated fashion photoshoots, autograph signings, appreciation days, and other events to build her signature tennis collection into objects of desire while simultaneously building brand awareness for the entire Tonic product line.
Scope of Work
- Brand Identity
- Marketing Collateral
- Tradeshow Displays
Creative Engine pushed us to establish a more confident voice and brand identity, and the outcome completely exceeded our expectations. From our B2B marketing effort, to our public-facing marketing material, we feel our brand touch points are true representation of who we are.
Leopoldo Gutierrez, CEO