Stoke

Background
Danalco is a California-based product design and manufacturing company whose business was primarily known for the SealSkinz brand of water-resistant socks and gloves. With a restless interest in product innovation, coupled with advances in material sciences, Danalco continued to extend its business to new products and markets. These extensions included military applications, with flame-resistant gloves protecting troops from cold, wind – and explosive roadside blasts.

Challenge
Known primarily for its waterproof brand, SealSkinz, Danalco was challenged to develop a brand platform that extended into product lines with different performance characteristics. Additionally, the brand sought greater differentiation from ski and hunting apparel, often foreign-made.

Stoke’s research revealed that – uniquely – Danalco’s products are tried and tested in some of the most trying conditions on earth, from adventure racing through the Australian Outback, to Olympic biathlon competition, to sled dog racing in the Yukon, to defending the people of Afghanistan.

The common denominator being that everyone who wears a Danalco product is exposed to the most physically trying conditions – and frequently returns with an incredible story to tell. This was to be the basis of a new brand position, that extended from the waterprrof SealSkinz brand, across all product lines.

Outcome
Stoke developed a new brand name – Hanz, to serve as a master brand for the extended line of performance apparel.

A new brand position was adopted, to reflect the story-making quality of the products: Legendary Extremity Wear.

In partnership with Turnstyle, a new logo identity was established, and carried into product packaging & retail merchandizing, trade & event signage, Web site and print marketing collateral.

Stoke continues to assist Hanz, with ongoing, brand consulting.