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All change for the Savage Gear brand at retail – but why is it changing its logo and packaging?

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One of Svendsen Sport’s most iconic brands has undergone a facelift. The group’s multi-award-winning Savage Gear, which has been at the cutting-edge of predator fishing since it first exploded onto the scene, has been given the treatment by the group’s marketing experts.

Svendsen Sport’s Director of Product and Marketing, Thomas Sanotra, told Angling International: “Our new look for the brand is led by new packaging that is aimed at helping retailers provide more information to consumers. Up to 70% of purchasing decisions are made after entering a fishing tackle store and this means that most end-users are receptive to stimuli, from the social media influence right up until they finally swipe their card through the terminal.

Svendsen Sport’s Director of Product and Marketing, Thomas Sanotra, says the aim of the new packaging is to help retailers present more information to customers.

“Customers have been influenced by the outside appearance of the store, discounts and yellow sales posters for decades. Every retailer knows that when discounting a product, they must sell more to reach their target. Therefore, attracting the attention of the consumer, not by a discount sign but with inspiration and information, creates more value to the retailer. And this is exactly what we aim to do with our rebranding strategy for Savage Gear products.”

“From a consumer viewpoint, we are creating some of the most innovative products on the market and this deserves to be reflected through the packaging. The better presented the product is, the better chance there is of a sale.”

Sanotra added that this evolution of the packaging is designed to improve the presentation of Savage Gear products and make them more attractive to the consumer. “The importance of appealing packaging and information found on it is vital to the consumer. That is why we are using several attractors and value-creating points to provide the best possible service to the end-consumer so that he/she can make the right choice while in the shop.

“From a consumer viewpoint, we are creating some of the most innovative products on the market and this deserves to be reflected through the packaging. The better presented the product is, the better chance there is of a sale.”

Over the years Savage Gear has become a storied premium product that is affordable. “The majority of anglers are looking for great products that have a story to tell, which they can identify with and which won’t break the bank,” says Sanotra.

“Another critical point that has to be considered is creating consistency and brand recognition. We have always taken pride in making a consistent design throughout the range. When seeing a product – whether it is a large swimbait for pike or tiny spinner for trout – the message should always be easily recognisable and synonymous with Savage Gear. The end-consumer should be able to step into any tackle shop in the world and recognise a Savage Gear product.

“Think about it. When you see a car in the distance you will probably be able to recognise whether it is a Volkswagen or Mercedes not by looking at the logo, but the vehicle itself. Even though you may not have seen the model before, you will still recognise it because of the consistency in design and identity. That is what I am looking to achieve with this new approach.

“Together with product development, marketing and designers, we created a more modern logo that stays true to the iconic jaws, the orange and black colour and the slogan upon which the brand is built – it’s a savage world!”

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