Ski Store

A ski company has decided to open an e-commerce Web site. The company sells all major brands of skis and ski accessories and has a client base that keeps coming back. It is known for its service and the product knowledge of its salespeople. The shop also has a wide product selection and a great return policy. A fireplace in the center of the store is a draw for its customers, who enjoy the lodge-style atmosphere when they shop at this particular retailer.

Assume that this company does not have a name, established brand, or tagline. Come up with a name, brand promise, and tagline that will quickly let customers know what makes this particular chain different from its competitors.

All right. 

Name: Fireside Ski Supplies

Brand Promise: The brand promise is a warm, cozy atmosphere in which to buy quality ski supplies.

Tagline: We’ll keep you comfortable in the lodge and on the slopes!

Logo idea: Maybe two ski poles crossed in an X in front of a fireplace with Fireside carved on a piece of wood beneath it – lodge-style, not just a random board :P

Why? Explain your thoughts on your above choices.

I chose the name Fireside Ski Supplies because it is simple to remember, it kind of feels like a cozy atmosphere to purchase ski supplies, it just feels kind of lodge-style to me :) The company wanted the fireplace to be an integral part of their store, so I think that including the fireplace in the name keeps their unique feature as the big draw.

I chose the brand promise because based on the information I was provided, it seemed to fit. The key terms “fireplace”, “knowledge”,  and “lodge style”  all spoke to me as “cozy” and “quality”.

Yeah I’ve never been so good with taglines. I’m not very proud of that tagline :P But the reason I wrote it was because I feel the company wants the customers to feel comfortable on the slopes (with their ski gear), at the lodge (possibly comfortable clothing?), and in the store (lodge-style, they want you to feel at home and welcome).

I’m also terrible at logos, which is why I am also taking a Graphic Design class through IDLA this semester. I am not proud of it, either, but hey. I’m not a logo designer, I’m better suited to working with websites that have my images created for me :P But I chose it because it because I think it shows off three things – the fireplace, the ski supplies, and the lodge-style theme of the store (with the carved store name).