Client

JNX Sports

Work

Communication Consultancy, Social Media Strategy, Digital Design and Communications, Product Marketing, Typography, Illustration, Digital Marketing, Advertising, Video Editing

Brief

Successful NZ brand Cobra Labs was going places. The US in particular. But to sell their high performance sports powders there, they had to change their name without upsetting their loyal following here and overseas. They asked Wonderlab to help migrate their brand to JNX Sport, keep their existing fan base, garner a new social media following and spin-off database.

Fire and product shot stills taken from an animated Instagram campaign by Wonderlab.
Multiple screenshots of skulls, snakes and bold typography, brand designed by Wonderlab
Snake tattoo on a forearm, tattoo designed by Wonderlab as part of a social media competition.
Mobile phones with animated social media posts by communication strategists, Wonderlab
Screen grab from a Spotify playlist designed by brand strategists Wonderlab.
Skull package design in a locker room, part of a social media campaign by Wonderlab.
Fire and typography stills taken from an animated Instagram campaign by Wonderlab.
Skull with glowing eyes, a still image taken from a facebook campaign by Wonderlab.
The objectives

In with the new, but not out with the old

Evolve the brand but focus on the product

Keep it mysterious, anonymous and hard core. Highlight a sense of tribal belonging.

Use the tools

Facebook, Facebook Messenger, Instagram and MailChimp were all used to achieve specific marketing aims.

Give away to get back

We ran an all-out competition to mark the brand rollover. Product and branded merchandise giveaways, including a year’s supply of JNX products.

Outcome

Intense design solution, strong social media strategy

Built a private JNX database for ongoing direct marketing

Using social media and FaceBook Messenger tied to Instagram.

Quick Boost of 12k New Follows

Instagram demands great visual aesthetics. Every. Single. Post.

Achieved brand momentum & growth

The brand was extended into the realm of thrash metal, gothic tattoos and raw typography. But we kept their skulls, lots and lots of skulls.