Lifestyle Brand Design
The Danger Goods brand is still evolving. Initially, this brand is targeted at 35 - 60 year old outdoorsmen and women who are interested in survival preparation and precision sports. Because the products are designed to be used with with their offspring, the brand is meant to appeal to a younger, more athletic demographic as well.
Danger Goods is designed as a lifestyle brand built around the ideals of independence, education and outdoor fun. The brand is conveyed through several channels, including a simple website, instagram, and promotional items.
A number of graphic explorations were explored, including some with tactical and vintage styles. The danger shield was selected as a powerful icon representing elements that will appeal to both — protection for those who enjoy the weapon aspect of the project, danger for those who enjoy the sport. The shield can be used as a standalone graphic or accompanied by text, and it is adaptable to shirts, stickers, embroidery and other applications.
The phrase “A little danger can be a lot of fun” is used in many elements of the brand, including its homepage. The slogan will be featured on apparel, stickers and lifestyle and promotional items.
Apparel & Promotional Items
To keep overhead low, branding elements were added to a series of print-on-demand apparel products in the Danger Goods online store. Items were all selected for Made in USA, Eco-Friendly and sweatshop-free characteristics.
Social Media
The feed below is taken from @dangergoods, an instagram profile that includes videos and photos from the Danger Goods team and other users.
Collaborations and giveaways with instagram influencers are being used to spread the word about Danger Goods and slinging.
As the brand evolves, changes to packaging, web and other elements will be used to refine its focus.
Some elements are likely to skew in a more polarizing direction as a younger audience learns they can achieve the same target shooting proficiency their parents can with guns with just a bit of cord and a stone. Initial explorations are extremely polarizing. They challenge the perceived “manliness” of gun ownership, using the AR-15 (an assault rifle commonly associated with mass shootings) as a foil. These images are designed for bumper stickers, but they’re likely too polarizing to appear anywhere but here.
