Creating a giant slaying apparel brand

When three motorcycle industry heavyweights decided to go it alone, WDA were called in to help create their new brand distribution company, TriMotive. Distributing a range of established helmet and accessory brands (one being an existing client of WDA), TriMotive were finding it a challenge to sign up a complimentary apparel brand, so they took the bold move to create their very own. WDA were again consulted, and armed with a blank sheet of paper set about devising an edgy, mid priced brand to initially consist a range of leathers, textiles and gloves with a focus on innovation, style and affordability.

The name ARMR-Moto (pronounced ‘Armour’) was devised; purposely phonetically similar to lots of established Japanese brands in the sector (think Kawa-saki, Mori-waki, Yoshi-mura). It also obviously references protection, whilst the new Japanese warrior inspired ’blade’ icon also conveys attack. The  ’Battle Ready’ brand positioning is designed to powerfully connect with riders desire to feel ‘ready for the fight’. Small ‘blade’ details on zippers, clasps and helmet straps reinforce the ‘Battle Ready’ feeling as the rider goes through their kit ritual.

The push / pull marketing strategy was phased in two parts with efforts in the first year focusing firmly on the trade, and getting as many retailers signed up as possible in a short space of time. ARMR launched on the Tri-motive stand along with Renntec and MT helmets at the Motorcycle Trade Expo. Combined with a PR campaign and trade advertising teasers, the stand was the most visited of the show, with many dealers signing up on the spot. In addition we put effort into generating strong consumer demand with a powerful new campaign platform created to convey the ARMR brand difference, along with a new consumer facing ARMR website, and integrated social and online advertising campaigns.

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