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.
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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.
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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.
