Brand Teardown 002

For our second installment of the Brand Teardown series, we have Project GRIT.

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To recap:

Clarity of Purpose

• Strengths: The brand’s purpose is clearly communicated, focusing on high-quality, durable, and multipurpose products, specifically bags. The tagline, “The last bag you’ll ever need,” effectively conveys the idea of longevity and quality.
• Areas for Improvement: While the purpose is clear, I think it could be pushed further by incorporating a stronger, more defined opinion or point of view in the messaging. A distinctive perspective would help differentiate the brand even more.

Messaging

• Strengths: The messaging does a great job of conveying the product’s functionality and features. Phrases like “The last bag you’ll ever need” and detailed descriptions of features (like the water bottle holder and ring compartment) reinforce the utility and versatility of the bag.
• Areas for Improvement: Similar to clarity, I feel the messaging could benefit from a bolder or more provocative stance to make it stand out. While I think the messaging is strong, adding a more direct or opinionated tone could really elevate the brand.

Design

• Strengths: The design and aesthetic are strong. The photography, clean layout, and color choices work well together and give the brand a professional, polished look. The images, especially the close-up shots of the product features, are very effective and visually appealing.
• Areas for Improvement: The logo, while it feels strong and masculine and aligns with the brand, comes across a bit generic or expected to me. I’d suggest pushing the logo design further to make it feel more unique. The typography in the logo could also use some refinement, although I really like the typography used throughout the rest of the brand identity. Overall, the design is excellent.

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Thanks again, Morgan, for the submission. Best of luck to you and your business!

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– Charles

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P.S. Want me to review your thing? Reply here with a link. Don't be scared 😀

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Song of the day​
​Are You Looking Up by Mk.gee​
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