Extreme measures on logo design
Posted by dan on Monday, June 30th, 2008The summer is officially here and festival season is in full swing!
Masters Allen didn’t want to miss out, so we headed for the sunny (well almost sunny) fields of Oxfordshire for ‘Wakestock’ the UK national wakeboarding festival. For those of you who don’t know what wake boarding is, then it’s simply waterskiing but with a board. The interesting bit is being able to do jumps and tricks off the wake of the motor boat. We found it good fun to watch, mixing that with some great music and camping and you have Wakestock.
Whilst we were partaking in the fun, we became interested in the festival’s main sponsor logo – “Relentless energy drink”. It’s a brand we have not come across before and were intrigued to see this brand promoting itself so heavily within this extreme sports festival. We were so intrigued, that when we got back from our weekend, we investigated further. It turns out that Relentless has spent the last couple of years targeting extreme sports events, creating a brand that has now become part of the extreme sports tours and festivals landscape. Sports such as, wakeboarding, motor cross, mountain biking, skateboarding and surfing. The product sits well within this market, building on the adrenalin rush atmosphere. We were impressed by the way this brand has concentrated its creative approach to target a specific audience and not gone for a safer, more general route. Even the logo design has a flamboyant, energetic, almost tribal tattooed look and feel, again directly targeting their desired audience. With the extreme sports attracting large crowds to these events, it seems that relentless have tapped into a seriously exclusive yet financially lucrative market, that is still growing.
As far as the product goes, we weren’t too impressed, unable to finish a single can due to the ‘extreme’ taste. But then if your marketing is so strong, does it really matter if it’s not to everyone’s taste?
