Making Waves with Bluestorm May 20, 2020
For more than 85 years, Takashina has manufactured products to protect the lives of those who work and play on the water. Known throughout Japan for its commitment to quality craftsmanship and industry-setting innovation, Takashina aimed to introduce a portfolio of products specially-designed for direct sales globally, starting with a line of inflatable personal flotation devices (PFDs).
Takashina asked our Adventure team to create a strategic go-to-market framework for the company, starting with creating a new brand – encompassing brand strategy, brand architecture and sales modeling, extending into product design recommendations and concluding with go-to-market implementation via an owned e-commerce website and product listings on Amazon.
Building the new brand from the ground up, we began with qualitative and quantitative research to tie the market opportunity to the target audience mindset. From this intensive positioning work, the brand name emerged as Bluestorm – an emotive reference to inclement and foreboding weather in which the products are used. Brand identity, logo design and product design were created, followed in close order by package design, photography and video production, and website and e-commerce implementation – on both www.bluestormgear.com and Amazon.
The inflatable PFDs were crafted to stand out with eye-catching features and designs not typically seen in products at similar price points. Drawing from Takashina’s heritage of quality, the materials and construction were top of the line, running parallel to the strong legacy of keeping a keen eye on providing the utmost safety.
The Bluestorm soft launch on Black Friday 2019 performed beyond expectations, exceeding U.S. sales projections by 50%. The full consumer launch began in February 2020 with sales projection goals on par to make Bluestorm a formidable competitor in a segment that is traditionally slow to pursue innovation.