Gurobu, the distributor for Mizuno softball gear and equipment in Singapore, was ready to take the business regional and wanted to break into new markets in Southeast Asia. The challenge was to create the right brand perception for consumers who had little or no awareness of the brand, its offerings, and to appeal to both retail consumers as well as dealers.
Aligned with its regional business expansion plans, the brand strategy, brand architecture, identity and identity system were reviewed. Envisioning sessions and a brand audit were first conducted and Gurobu was repositioned to engage with all customer segments with a central message — we create the right fit for every customer with product technology that gives each customer the customisation they seek.
The brand positioning of “love the fit” was a nod to the brand name with its definitions of “glove” and “globe” as well as the importance of fit among softball and baseball athletes. The supergraphics system created was inspired by bodies in motion and draws references to both definitions of the brand name and the iconic baseball diamond.
The rebranding was launched in 2019 at the International Softball Tournament and endorsed by the Singapore National Softball Team, giving Gurobu the international boost it was looking for.