National Sporting Goods Distributor Goes Up Market with Brand Update from Blade

After a 35-year history as a product price leader in the Canadian hunting and fishing sector, Bell Outdoors needed a change. The breadth of their product offering was impressive, their house brands offered comparable performance specs to market leaders, and their exclusive import brands were premium quality. The brand needed to catch up. “We had a great product line up and people who were excited to sell it,” said National Sales Director Kevin Lavoie. “But we needed the brand to look the part of a winner.”

Blade Branding helped make that happen.

Starting with a comprehensive brand review, Blade identified the key assets of the Bell Outdoors brand and developed a full slate of go-to-market tactics including an updated logo, style guide, complete catalogue, full scope product image gallery and original footage brand featurette shot on location at a private game reserve outside of Kingston, Ontario.

Blade also began the process of updating Bell Outdoors’ packaging with an all-new look for one of their flagship house brand, Wader’s Edge.

“That new packaging helped us sell out our 2018 shipment of hip waders,” said Lavoie.

Insightful strategic groundwork – with breakthrough creative and design – complemented by skillful execution, made for an head turning brand re-launch at the 2018 National Sportsman Show in Toronto.

“People raved about our new look and we sold a ton of product,” said Lavoie. “Branding matters … and together with Blade, we really nailed it.”


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