Customer: Kosmos
Scope: market research, rebranding, UX, UI, development, testing, Ads campaign
Case study: eCommerce evolution of Burton's main distributor in Poland
KOSMOS is a cult brand in the skateboarding and snowboarding community in Silesia. It started in the 1990s, as a skate shop. Today it is the main Polish distributor of the world's biggest snowboard brand, Burton. KOSMOS had an online store, but its metrics due to, among other things, the lack of a responsive version were unsatisfactory for the client. The image of the store also clearly stood out from the market, and the store platform did not meet expectations.
In response to the identified problems, we offered a comprehensive service - from brand repositioning, design, implementation of the e-store, and continued cooperation on the development of the store.
Reason for rebranding and market context
After analyzing the current target group, we came to the conclusion that the old visual identity referred to a group of customers who are now no longer the main audience. The previous image, bringing to mind skate shops from the turn of the 2000s, was not appropriate for a store that distributes mainly the Burton brand - today positioning itself not only in snowboarding but also in the outdoor and streetwear market.
How to refresh an iconic brand and undergo a technological evolution with assured sales continuity?
From a business perspective, KOSMOS is primarily a distributor of the Burton brand. Strategically, we analyzed two ways - one referring to the Burton brand communication strategy. The other is based on the continuation and development of the KOSMOS brand.
The first path would mean creating a less recognizable brand and communicating Burton much more.
The visual identity is intended to carry a more uncompromising image to which customers for whom Burton is a lifestyle manifesto can aspire.
KOSMOS thus aims to strengthen its position among snowboarders, harkening back to what it was for skateboarding culture in the 2000s.
The primary risks of this solution would be a weakening of the brand, an exodus of customers to other distributors (greater susceptibility to price wars), less certainty regarding returning customers and little opportunity to stimulate sales based on loyalty to the KOSMOS brand.
The second strategic path was to create a more distinctive brand, an evolution of KOSMOS that would be a projection of the image of the snowboard and streetwear industry.
Insight: Commercially dominant brands promote snowboarding products by drawing on niche styles and authentic brands.
Image and interface design
The new KOSMOS draws from niche snowboard and lifestyle brands in both the look of the corporate identity and the store design.
The use of simple typography, the crown from the previous logo, and the use of textures and "outdoor" materials were combined with a pragmatic, even austere, layout of elements in the store's interface, reminiscent of Brutalist websites.
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Technology
The rebranding was linked to technological evolution. The owner of the kosmossklep.pl online store decided to change the store engine. We implemented the new KOSMOS on Magento 2. We performed the data migration and helped with the technology transfer.
Omnichannel
Multi-channel sales, a mutually supportive model where the user has multiple points of contact with the brand and its products, is a process that has been going on at KOSMOS for a long time. The high awareness of the owners, co-organizing industry events stems from a passion for snowboarding. Thanks to our ongoing cooperation, activities for the next season are already in the pipeline.
What benefits has KOSMOS achieved from the cooperation?
72% faster average page load time.
Higher overall conversion rate.
Higher conversion rate on mobile devices.
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