For Breedlove Stringed Instruments, the winter of 2014 was an unveiling of their new brand strategy and messaging: Distinctively Crafted Sound. This new brand platform that we spent 2013 building was rolled out at The NAMM Show in Anaheim, California, the biggest music trade show in the U.S. This included a new identity, advertising, trade show materials and most importantly, the 120 page product catalog.
As the luminary Simon Sinek says, “people don’t buy what you do, they buy why you do it,” and this was the first time Breedlove was going to tell the story of why. We crafted messaging that focused on a love for sound and a passion to design better instruments. We showcased the design process and illustrated how Breedlove’s beliefs are implemented in the innovative way they build instruments. We art directed photography featuring the workshop, the craftsmen and the build materials, bringing consumers into the world of Breedlove sound.
Eventually, the why and the how lead to the what, and Breedlove’s what is a pretty big one. Breedlove manufactures three type of instruments: guitars, mandolins and ukuleles. The guitars section alone included 11 different series, 6 body shapes and 57 distinctively crafted instruments. We developed a plan to organize this content, working with Breedlove to systemize their product line. We then implemented a design strategy that allowed consumers to quickly understand the full product offering and make an informed decision about what instrument was right for them. All 76 instruments in the catalog featured a story about the sound they deliver and the musician they were crafted for.
For dealers, this was an impressive showcase of the new product line. We wanted Breedlove to make a big splash at NAMM, so we designed 150 limited edition hardcover catalogs. Each was individually signed and numbered by Kim Breedlove, and hand-presented to Breedlove’s elite dealers. The high-end presentation payed off, driving sales and making NAMM a big success for the brand.
People don’t buy what you do, they buy why you do it. But at the end of the day, you need to show them both. The 2014 Breedlove catalog successfully told the story of Distinctively Crafted Sound, from the imagination that drives the company to the impressive line of products they’ve crafted, giving Breedlove a showcase for their brand unlike anything they’ve had before.