Revitalizing Brand SG in the Evolving Cricket Landscape
For over 8 decades, SG has been the undisputed champion of cricket gear in India. But the times, they were changing. The brand, once synonymous with sport, was starting to feel a bit outdated. With fresh competition emerging and consumer preferences evolving, SG knew it was time to step up its game. This case study explores how this legendary brand embarked on a journey to revitalize itself for the modern cricket fan.
Challenge
Brand SG, the undisputed leader in Indian cricket gear for over 80 years, faced the need to revitalize its brand identity. While cricket remains India’s beloved sport, consumer preferences and the competitive landscape were changing. SG, with its rich heritage, needed to adapt to this evolving context while retaining its core brand values.
Creative Solutions
The Guardian Shield Our approach went beyond a simple logo refresh. We leveraged a powerful symbol – the shield. This iconic image resonated perfectly with SG’s rich legacy, evoking a sense of protection and heritage. The shield also embodied the core values of dependability and trust that SG has built over decades.
Results
The new brand identity, centered around the guardian shield, proved to be a resounding success. The shield’s strong symbolism fostered immediate recognition and resonated with both existing and new customers. The brand refresh not only preserved SG’s heritage but also positioned it for continued growth in the ever-evolving cricket landscape. The shield became more than just a logo; it became a visual embodiment of SG’s unwavering commitment to the sport and its players.
Branding Design