_YAYA Bats
Brand Positioning & Strategy
Brand Identity/Tagline/Design Elements
Product Branding/Promotional Packaging
Campaign Development
Experiential Design Concepts
TV Spot Concept/Production
_Overview
A prominent European baseball brand with little representation in the U.S. market was seeking to make in roads into the NCAA and minor leagues with an elite-performing “long-ball” bat that could create an entirely new product niche.
The strategy called for a new brand identity that better appealed to the domestic market and properly supported the claims of this unique concept. A complete product roll-out package was created including the development of the branding, packaging, promotional materials, sample print campaigns, experiential campaign concepts and television/video spots.
_Brand Identity
The existing logo didn’t clearly read as the brand name and would have required secondary typography to do so. Additionally, the logo visually appeared to be two “x”s which, in baseball translates to two strikes. Clearly, not a positive message to send to a consumer looking to purchase a baseball bat.
The solution arrived at drew on forms created by the seams of a baseball combined with an electric green brand palette design inspired by the turf of a stadium. The resulting logotype creates an iconic, scalable mark that holds up against any leading athletic brand.
_Tagline, Go Yard Campaign and TV Spot
A roll-out campaign was developed to support the unique product benefits of the brand. Sample creative included branded promotional items, TV spot, print campaign and stadium take-over concept.
The “Go Yard” campaign plays on the brand promise of offering a product that outperforms the competition. The term “go yard” is common baseball nomenclature for home run. Secondarily, this concept plays on the idea that a hit off of a YaYa bat is so long that it needs to be measured in yards rather than feet.
_Product Branding
YaYa’s bold product claim is a wooden bat with scientifically proven superior “liveliness.” The nature of the bat’s European Beech construction creates more ball speed at contact and thus more distance. For the first time a bat would be marketed with a hit-specific purpose in mind. Introducing the YaYa YRD Stick.
