Overview
Planet Waves asked Catapult Thinking to research its sell-in and sell-through dynamics, to understand how retailers and musicians perceived the Planet Waves brand and accessories product line. We isolated four intuitive categories that define the range of rational and emotional impulses driving accessory purchase decisions, and created a brand architecture to address them. Our strategy also included product naming, nomenclature and positioning that made product groups easier to organize, promote, shop and sell, and a versatile brand identity that can be printed on, sewn on or molded into a wide range of products, unifying the brand across categories.
Impact
First-year launch sales of the brand exceeded estimates by three times. Planet Waves has grown from an industry underdog into one of the premier accessory brands in the music industry. It is now successfully migrating a selection of its products to the consumer electronics channel.
