When Stio needed to create an evergreen waterproof fabric platform for their non-GORE, but still high-performance, fabrics, they turned to Voicebox to brainstorm platform names that were both technically descriptive and creatively distinct for the mountain-based brand. Among many good options, the clear winner was PeakProof®, which resonated with the aura of their Teton mountain testing grounds. We then worked to shape the messaging and craft the consumer-facing copy around the new fabric platform for web, email, hangtag and in-store mediums starting with the S21 season.
Our shop also tackled another season of ideation for their new product naming, generating on-brand options for a wide range of new products in collaboration with internal marketing manager Emma Beecher. Of the many that made the legal and PD cut, we successfully named three of the ski styles—Doublecharge, Objective and Credential—as well as the new Millibar soft shell and the Hutkeeper flannel.
