Being an entrepreneur has always played a major role in Mark Peterson’s life, but it wasn’t until he faced bankruptcy that his biggest idea struck. In need of a little soul-searching, Peterson decided to take his kids – and a homemade gold panning kit – to a nearby river to try their luck at finding gold. Seeing how excited his daughters were as they searched for treasure proved to be the spark for his invention, the Gold Rush Nugget Bucket. The easy-to-use, patented bucket system was enough to intrigue celebrity entrepreneur and “Shark Tank” investor Robert Herjavec.
Brand inconsistency beyond the web
While the boost from Herjavec helped Peterson fine-tune his business operation, it also caused him to temporarily take his eye off branding and marketing.
“I was busy getting the business up and going, and not spending enough time thinking about how to reach new customers,” said Mark Peterson, CEO & Founder, Gold Rush Nugget Bucket.
After hiring digital strategist David Hylsop to build up the company’s online presence, Peterson also turned to Deluxe to strengthen his brand and better prepare Gold Rush Nugget Bucket for a new retail strategy.
Preparing the brand for new retail strategy
Recognizing the need to bring more consistency to Gold Rush Nugget Bucket’s brand, the design team at Deluxe outlined a plan that would prepare the company to market across any channel, including online, retail stores and industry events. The plan would address the visual identity of Gold Rush Nugget Bucket, as well as outline important messaging to support their new retail strategy.
Refreshing the Logo Design and Creating a Style Guide
The key to any great brand strategy is communicating the right message to the right audience. The first step the Deluxe logo design team made was to better understand the type of customers Gold Rush Nugget Bucket wanted to attract, as well as how they wanted to position their product in the market. With this knowledge in mind, Deluxe focused on updating the visual identity of Gold Rush Nugget Bucket, starting with a new logo design.
Logo Design Refresh
The original logo worked well to describe the idea of panning for gold, but needed a boost to convey the excitement associated with panning for gold, and the brand’s character and personality.
Logo Refresh Concepts
Several concepts were developed, ranging from a ‘light’ refresh to a complete overhaul.
In the end, Peterson and Hylsop wanted to keep the consistency of their original logo, but leverage the enhancements Deluxe had developed. Brighter colors, additional graphic elements and better definition were added to blend both worlds.
Once the logo design was complete, Deluxe created a style guide to ensure the Gold Rush Nugget Bucket brand would be marketed in a consistent manner. Not only does the style guide provide key information like palette colors and font types, it also serves as an aid to internal projects and outsourced parties such as printers, designers, exhibition contractors, and more.
The style guide was used by the print team at Deluxe with the creation of a merchandise hang tag. Peterson was looking for a way to merchandise his product as part of a new partnership with a large retailer, Sportsman’s Warehouse. Since the retailer would be displaying the product outside of the shipping box, it was vital to market the bucket to appeal to potential customers walking through the store.
Moving Forward with the New Brand
With a stronger, consistent brand under his belt, Peterson is more confident than ever to reach out to retailers across the world about his patented Gold Rush Nugget Bucket.
“I’m excited to see where our new branding can take us as a company!” – Mark Peterson, CEO, Gold Rush Nugget Bucket
On the horizon, Peterson plans to continue his partnership with Deluxe on new event signage, business cards and a separate logo for a new app rolling out the summer of 2016, the Gold Rush Gold Finder.
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