A REFRESH TO ENERGISE A NEW GENERATION OF CARAVAN ADVENTURES

A new growth audience called for a reflection on Ezytrail brand communications.

To build relevance amongst millennials families and couples, a thorough strategic refresh helped reposition Ezytrail.

With organic growth in a highly competitive industry, Ezytrail were at a fork in the road:

 

Stay on the same track? Or accelerate and reach new levels of relevancy? The upside was too great an opportunity to pass up.

Aussie Millennials crave authentic adventures. Whether they’re looking to create family memories, or simply escape together and get some balance back in their complex lives, this growth audience needed a strong value proposition from a relevant brand that can meet their needs.

 

With access to competitor products too out of reach – too expensive or complex – Ezytrail saw an opportunity to bridge the gap without alienating its traditional audience. We embarked on a strategic brand transformation journey, crafting a fresh, vibrant identity that resonates with a new generation of caravan camping lifestyle enthusiasts.

Our ambition is to shift Ezytrail from a product-centric brand to an outdoor lifestyle leader, empowering new and existing audiences to create lifelong memories and greater connection by experiencing everything Australia has to offer – on their terms.

The discovery phases' research & insights pointed out that millennial customers are an emerging growth market for caravan campers. With fierce competition and commoditised products targeting boomers, Ezytrail needed to re-imagine the brand identity elements to take advantage of the changing market dynamics.

Evolution, Not Revolution:

The original logo held sentimental value, reflecting the company’s founders. We took a respectful approach, evolving the logo with a refined color palette and simpler geometry. Rigorous testing ensured its legibility and functionality across all touchpoints.

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Blending statistical scale with deep human insight

Turning deep-dive insights into a scalable blueprint for brand expression.

Building a flexible identity system that scales across every touchpoint.

Bringing a bold vision to life through precise, multi-channel execution.

CAPABILITIES DEPLOYED

Strategy

  • Brand Strategy
  • Narrative & Messaging Strategy
  • Campaign & Go-To-Market Strategy
  • Insights & Audience Strategy

Creative

  • Brand Identity Creative
  • Campaign Creative
  • Digital & Content Creative
  • Experiential & Physical Creative

Digital

  • Web & Platform Development
  • Digital Marketing & Performance
  • Social & Content Ecosystem
  • Data & Optimisation