Racers Edge brand development

We started with an in-depth strategy to ensure a solid foundation for future growth. We conducted interviews and research to identify key elements of the brand before diving into visual development. This also involved formalising a tone of voice and personality, which Racers Edge already had in spades. Known for their personalised advice, great customer service, and community participation, we took a relaxed, friendly tone and began to develop messaging that encouraged people to get out and enjoy the outdoors.

With the world getting busier and faster-paced every day, it’s common for people to forget to immerse themselves in things that are good for their health and soul. The evidence shows that getting outside is one of those things. So why not remind people that to be at their best in this busy, always-on world, they need to get outside more and play? ‘Let’s go play’ was the obvious choice for a line, commanding people to find the time for the most important thing—play.

Visually, we focused on bringing a sense of energy and excitement to the brand, but always with an approachable touch. A bold colour palette has a slightly retro nod to the brand’s history, but feels fresh within the industry, especially when combined with bold, adventurous typography. The logo itself has been designed with a nod to the place they call home - Wānaka. The ridgeline of Mount Roy which overlooks the town (and is a recognisable silhouette for any visitor to the area) is 'stamped out' of the logo shape, giving it a distinctive, meaningful signature look.

With the new look rolled out across a wide range of collateral and new store fitouts on the books, Racers Edge is taking Wānaka by storm all over again.