PEMBREE
Made For More
Eco production, leaner-than-lean manufacturing processes and unbeatable quality should be a winning recipe, but for some reason the growth of PEMBREE wasn't forthcoming. A fresh perspective resulted in a new strapline, and a new approach.
The premium components Phil creates weren't getting the attention they deserved. My theory was that there was a dichotomy between the brand presentation and the riders who were most likely to appreciate the product. The transparent, evidence-backed eco credentials are very important to PEMBREE. They build products to last, in a responsible way. It's a serious message that was slightly at odds with backflips and dirt jumps. A step away from the rad and towards the regular was what the doctor ordered and, along with the PEMBREE team, the doctor got to work.
A clean, tech-inspired new look was matched with a concise, versatile strapline: Made for More. Different applications could be given different suffixes to tweak the detail. More generations of riders, more days on the bike before maintenance is needed.
To make the message of environmental care abundantly clear, I also created a Manifesto to host on the site. A [lengthy but illuminating] speech from Phil was distilled into a simple terms, something that anyone could digest and fully understand what he wants his company to stand for. He's an admirable figure: unafraid to rub people up the wrong way in pursuit of what is right. Communicating this attitude was as essential as the facts themselves.
