Changing the face of world’s largest and India’s #1 cricket gear brand.
How do you rebrand legendary brands?
To revitalize brand SG in-sync with changing consumer context and business goals and yet maintain its brand core. They were the oldest (80 years is old!) and the largest cricket gear company in India. India- a nation that loves cricket where cricketing heroes are worshipped as Gods.
Bold, Robust Performance in the face of adversity - SG reflects the courage that sportspersons demonstrate by winning against the odds. Of those who are hardworking & not shaken off easily. You would associate a pride of belonging, a sense of heritage & teamwork with SG.
The new SG Logo is a stylized SG typography encapsulated by a shield. The shield element is a strong symbol that connects with the heritage & legacy of the SG brand. Also conveys the dependable and trustworthy characteristics of SG products. “SG in this new avatar, reflects the progressive nature of new generation”
Strategy & Approach
SG is a leading cricket gear company in India.
Previous identity looked outdated & was not positioned for growth, it lacked brand ownable quality amongst leading global brands.
OBJECTIVE - To revitalize brand SG in-sync with changing consumer context and business goals and yet maintain its brand core.
OUTCOME - Our challenge was to re-brand it's corporate brand imagery, a strong identity to gain recognition, recall trust. The new refreshed identity is a strong symbolism as shield that connects with the heritage & legacy of the SG brand & also conveys the dependable & trustworthy characteristic of SG brand.
SG Cricket, after its success it helped brand to command a pricing of nearly 25% higher.