Powering Human Potential
Goal Zero is a solar power solutions brand that disrupted the outdoor market. Moving fast using a startup approach, their range of purpose-built products gained a following over larger competitors like Duracell, Energizer, and Coleman—who had yet to commit to this new space.
CAPABILITIES
Brand Strategy
Brand Design
Copywriting
Graphic Design
Photo & Video Direction
Packaging Design
Retail Design
Traction with consumers and retailers put Goal Zero in a class of smaller players who were defining the emerging category; but this rapid growth resulted in a lack of focus. With packaging changing from SKU to SKU and inconsistent marketing efforts, Goal Zero was challenged to maintain brand awareness, stand out on shelves, and build brand equity. They engaged Nemo seeking a brand strategy, communications plan, and packaging design capable of accomplishing their goals to lead the category.
Win Where it Matters
Tapping the Mindset
We began by understanding what this new set of product benefits meant to consumers in terms of lifestyle and personal values: more independence, more confidence, and less reliance on plug-in power in an increasingly mobile world. Our brand promise: LIVE LIFE UNTETHERED.
We created a system for a modern, premium and exciting visual brand expression that connected with our audience segments; highlighting the everyday hero, we emphasized their lifestyle and the product experience.
Celebrating the Journey
By simplifying communications and leveraging iconography, we were able to introduce the portable solar energy category to a larger audience. Technical complexity became concise, confidence-inspiring messages.
Say Less, Show More
With packaging as their most important touchpoint, it was crucial to create a system that is visually arresting and clearly explains the difference across the product range.
To help with this, we organized the products into their use cases: Utility, Endurance, and Ultra-Light.
Winning at Retail
Impact:
- The brand foundation work, packaging overhaul, and updated marketing propelled Goal Zero to the #1 position in portable solar power at a crucial time, growing Corizontally in outdoor channels and at mass.
- Annual revenue increased by nearly 17,000% in three years.
- This success allowed the Goal Zero brand to be acquired by energy giant NRG, less than five years after entering the category.