When we asked our client how the new brand name, identity and marketing collateral was working for them they said “it’s like we have just been found”. Kawau Kat Cruises had an established brand that had been around for 14 years.
Kawau Kat needed to reinvent themselves and the challenge was to determine what brand value existed. Redfire was faced with updating their existing brand identity or to totally change their name and create a new identity. Our internal BRAND EVOLVA research showed there was some brand recognition, however the brand was now not relevant to the offer and focussed on the “boat fleet”. The brand confused the local consumer and did not effectively market the experience to the international tourist.

REDFIRE determined through market analysis that the key objective should focus the brand towards the experience.
The key was to sell, market and brand the “EXPERIENCE”.
The drive was to continue to build local consumers and more importantly target the international tourist with a focus on “Soft Adventures”. REDFIRE developed a new name - 360 Discovery that was engaging and emotional. It was centred around the premise of going on an adventure, to discover and experiencing something new.