For more than a century, Charles Owen has been at the forefront of producing world-leading horse riding helmets in Britain. With a commitment to safety and style, the company has built a reputation for excellence that has earned it a loyal following of riders around the world.
Recently, Charles Owen has partnered with Crowd (UK) to develop an entirely new brand as they work on a new product - a helmet that will be targeted towards the fashion-driven consumer. This new brand will be positioned as an edgier fashion-led offering, with a more affordable and competitive price point, without being considered "cheap." This new product line will be competing with lower-priced helmets produced elsewhere, such as China's Karbon helmet.
The first step in the development of this new brand is to define a name for the product. Once this is established, the company will move on to developing a visual treatment for the logo that can work across a range of products, while also fitting in with the existing Charles Owen family of logos. The logo will need to work primarily on the helmet, but it will also need to be adaptable for other products.
This new product line is an exciting development for Charles Owen, and it is an opportunity to continue to innovate and push boundaries while staying true to the company's core values of quality, safety, and style. Riders can expect the same commitment to excellence that has made Charles Owen a trusted name in riding helmets for over a century.
The first step in the development of this new brand was to define a name for the product. Crowd generated a list of possible brand names with creative rationals to back each one. Working closely with Charles Owen the list of names was reduced to three, and potential logo designs created that would work on clothing, on helmets, and online.
After extensive internal research one concept was chosen - EQ X. This name follows certain trends within the fashion sector and will enable Charles Owen to resonate with a younger audience. This new product line is an exciting development for Charles Owen, and it is an opportunity to continue to innovate and push boundaries while staying true to the company's core values of quality, safety, and style.
Dan is part of Crowd's Copywriting team. He has a passion for content marketing and all things words.