Re-branding and positioning for Polyver Sweden - Enjoy Outdoors
Rebranding, design & content – Marketing – Web
Challenges: loss of brand identity and false associations
We at Louder took Polyver on a brand journey focusing on positioning, re-branding and developing design, marketing strategy and content for all their channels.
Polyver is a Swedish company that manufactures perhaps the warmest winter boots on the market in Jämtland with unique technology that keeps the heat down to -40 degrees. Their products are light, warm, waterproof and super comfortable. Louder discovered that Polyver’s brand had lost its identity and was losing ground, leading to the need for a complete re-branding to match the company’s vision.
Our 4D branding approach revealed that many people didn’t know what Polyver’s brand stood for, leading to false associations with a tough attitude. Louder developed a new positioning that emphasized timeless quality and promised warm, comfortable products for a richer outdoor life. We also emphasized that the products are made in Sweden, which underlines their quality and durability. Polyver’s brand needed to reach markets in the Nordics, Germany, France, the UK, the US and Russia.
Polyver underwent an extensive re-branding with a new visual expression. The logo was changed from a polar bear to a warm Swedish brown bear, and the company was renamed Polyver Sweden with the tagline: “Enjoy Outdoors”. The new color profile in yellow and blue, as well as textures of natural paper materials, reinforces the connection to Swedish nature.
With the new identity, Louder developed a new website and e-commerce for Polyver Sweden. We have also worked actively with social media and PR, including a series of films that inspire the target audience and build the brand. The films show fantastic environments and situations that reinforce the connection to the brand and are used in all Polyver Sweden’s communication channels.
Result
The new visual identity, and the way Louder Family has implemented it, has seen the brand explode on the market. Already two months after launch, Louder Family had made sure that Polyver Sweden had broken sales records.
