Consumer Catching Retail Branding

Startup product branding that launches strong in the competitive big box outdoor retailer marketplace.

Perfect Hatch

Sellersville, PA

When Raymond C. Rumpf & Son, a brand synonymous with quality, authentic fly tying materials, partnered with VFC to roll out a new retail offering, we cast a creative line toward a comprehensive strategic plan that included competitive and market analysis. VFC named the new offering then set about devising the most effective approach to launching, positioning and supporting the new brand for big box retail stores like Dick’s, Field & Stream, Gander Outdoors, L.L. Bean and more.

With dozens of categories and thousands of packaged products, retail presence is paramount to Perfect Hatch’s success. Ownership is intimately familiar with the marketspace—having been in the fly tying material game for years—but a full product line of fly fishing equipment is a different animal. After a significant amount of market research, VFC developed a strategic plan for the brand that included a memorable name and competitive identity.

VFC employed compelling support branding to make the offering special and to speak to the consumer about the brand’s level of quality and commitment to the sport. Product is showcased in pleasing branded packaging solutions design to communicate brand personality. Full sales support includes customized buyer presentations, full-featured direct-to-consumer e-commerce site and a dealer portal that features product information and photography for thousands of SKUs.

Elements

Strategic Planning
Naming
Corporate Identity System
Brand Standards
Brand Assets
Packaging & POP
Sales & Marketing Collateral
Photography
Corporate Stationery System
Apparel & Premiums
E-Commerce Website & Dealer Portal
Operational Support
Social Media Management
Product Branding
Manufacturing Consulting
Tradeshow Support
Business Consulting

There was market space for Perfect Hatch to enter—no brand at the mid-range level offered a comprehensive line of quality products—but the launch had to be executed precisely, professionally and competitively.

Perfect Hatch’s strategic plan helped the effort advance with purpose while VFC pitched creative approaches that would position product and set the brand apart in the marketplace. With capabilities beyond a design firm, VFC integrates target motivations and ambitious campaigns for the ongoing promotion of the new offering while continually speaking to retail buyers and their online and in-store consumers.

”From ground zero, VFC worked to develop our brand and retail launch from a brilliant naming strategy and identity to all of our demanding go-to market efforts. The results speak for themselves as market reception has been nothing but positive and our new brand has dominated out of the gate!
Jared KimmelPresident