Sharper Image

Overview:
As a preeminent supplier of technical savvy and innovative consumer electronics and gifts, The Sharper Image has looked to Art Zulu since 2008 to re-establish the brand as a power-house in the global market. While staying true to the brand’s heritage of chic design and utilitarian durability.

Art Zulu created a national and local advertising campaign to build the brand message and explore innovative ideas that resonates with the daily lives of consumers. By Creating packaging, style guidelines for all licensees to fully realize the campaign and vision, Art Zulu played an instrumental role in recreating the innovative brand with new and unexpected product design. The newly reformed Sharper Images is once again one of the most respected and innovative brands in the consumer packaged goods and technology categories.

Objective:
Art Zulu was hired to transform the Sharper Image from popular retailer to a direct to retail brand and to restore it to its original financial stature by creating the visual identity that allowed The Sharper Image to expand into licensing.

Program:
Art Zulu was called upon to create a full brand identity package to present to licensees as the company re-launches as a pure licensing company.  Art Zulu’s first step was to install proper brand messaging.  The new tag “Shaper Living” was introduced.  True to brand, Art Zulu created all branding elements including the new logo, icon, brand book and developed full style and brand guidelines.  Art Zulu created new packaging design for a unified look for all products from spa to home décor and electronics.  

Art Zulu then developed the full marketing campaign including to capture and highlight the brand’s heritage of innovation and introduce some of the new licensed products including: 30 second TV commercial that featured ten key products such as the super juicer, wine chiller, headphones and sound pillow etc. We created 3D models of the products and renderings that are being used on the billboards placed across eleven cities and five major airports in the United States.

To marry all of the work, Art Zulu designed a full website with a unified brand vision, highlighting the brand’s wealth of history as well as introducing key new licensed products.

Results:
By transforming and restoring the brand into a powerhouse of financial successful, including a license agreements with over 25 companies and a deal with Homedics worth $540 million, Art Zulu’s work for Sharper Image has been extremely successful.

Art Zulu has been hired as the on-going agency to work with Hilco and Bluestar to build the brand’s full marketing plan and creative content. Art Zulu continues to consult and provide Sharper Image with product design, product initiatives and media relations.

Sharper Image has witnessed the growth of the brand and the Art Zulu team is proud to be part of its resurgence.