Canadian Tire engaged Jump to develop the branding and packaging for a new inclusive wellness brand that would support everyone, no matter where they were on their lifelong wellness journey. They looked to offer a wide range of quality training, recovery and yoga products for use in the home or at the studio at competitive value.
The process began with a in-depth name generation exercise that explored a wide variety of options that would encapsulate this brand positioning. From that exercise, Evoke was chosen as the brand name and we embarked on the creative exercise to bring the logo and packaging to life. In a category that is dominated by masculine packaging that features blacks and greys, Evoke was designed to have a gender neutral appeal with a colour palette that would break through.
The design features bright teal ‘chevrons’ that draw the eye and maximize shelf impact, and a gradated blue background that provides strong blocking across the diverse assortment of products. The logo is a clean and stylish execution that utilizes the negative space of an abstract ‘E’ to form a distinct icon that is easily applied to the diverse range of products. The packaging was designed to be simple and easy to understand, inspiring people to take a proactive, holistic approach to wellness and make positive, fundamental changes towards a healthier lifestyle. It includes examples of exercises that can be done with each product and identifies the areas of the body which can be targeted.
So often fitness brands showcase only the most toned and muscular people that don’t represent the majority of the population. These models can be intimidating for those who are looking to get started and who have goals that are much more attainable. For Evoke, Jump designed the packaging to feature men and women that are relatable and refreshingly ordinary. Great efforts were made to source a diverse set of models with respect to ethnicity and body types that would convey a brand image that was inclusive and relatable. Evoke is approachable and real. It recognizes that everyone’s wellness journey looks different and the brand is positioned to be supportive and inclusive.
Since its launch in the spring of 2022, the brand has been performing extremely well and has exceeded early sales projections. When tested against competitive brands, Evoke was chosen as the preferred packaging design with 45% of consumers listing it as their #1 option (versus the next closest competitor at 27%). Evoke is projected to be a pillar in Canadian Tire’s wellness brand portfolio for many years to come.