Kästle

Approach

To restore a brand which was off the market for more than ten years, you need a very strong concept. According the motto “Breaking the rules is making the rules!” KISKA knew that we had to change the whole setup completely. To change just one of the ingredients would not have been enough. Our approach:

• Long lasting products instead of yearly changing models
• very reduced and easy to understand model line-up
• just two main colours – white and black
• one iconic design pattern to clearly differentiate from others and make the skis recognizable: the Hollowtech
• simple and reduced graphics that underline the price premium position
• the same style and design elements throughout the whole communication material from ads to POS material
• a real book instead of a cheap catalogue
• an ad campaign that created both: attention and desire
• a ski stand that’s worth the name…

Result

It took a lot of effort to define and execute a design strategy that helped Kästle to express its different approach and market position. KISKA was able to position the new range of skis for maximum impact and profit using a powerful brand identity that could be applied to all future products. Intended for sporting, passionate and experienced skiers, the new identity showed Kästle skis as premium products. It was extended to all aspects of the KISKA-designed marketing programme, including corporate design (logo, stationery, documentation, web site) and product graphics.

Benefit

The benefit was phenomenal: from the start of the project to the number one position in the high price ski segment within two years selling more than double than the second best competitor. Its refreshingly different products and collateral could be seen in 360 specialist shops within 24 months of launch, invariably with high brand awareness in the relevant target group.
We congratulate Kästle for its tremendous success and their believe in a radical, forcing and differentiating design strategy.

If you would like more information please contact Jakob Pietsch!