Smutek Becomes Ketums, a New Brand for a New World
On a leafy street in Paris in 1925 Joseph Smutek opened the doors of his shop where he crafted raincoats that became synonymous with both utility and quality. By 1940 his sons had taken over the business but the events of World War II forced the family into hiding, closing their doors indefinitely. The family survived and eventually immigrated to America. Fast forward 75 years and this family-built brand has been revived.
Great-grandson, Daniel Smith, has recently launched Ketums, across the world in California. Yes – that’s Smutek in reverse! And the first product? A raincoat promising the same commitment to the finest materials, craftsmanship, and attention to detail of the original.
The new brand pays homage to the past, the history and the tradition in the logo, the clothing tags and the tagline ‘Seventy Five Years Later’, as well as the modern audience in the website, online shopping experience and social media presence – you can find them on Instagram and Facebook.
Ketums’ new brand showcases the current need for a brand to be involved in storytelling. Along with a great logo, user friendly custom designed website and product, an engaging story will help to capture the imagination and the attention of the target market.
Starting a brand from scratch can be difficult so looking to the past to help create your branding story can be a good place to begin your branding journey.
Not only do you need to create a brand identity that makes you stand out, but you also need to communicate to your customers the value that your brand represents.
https://liquidcreativity.com.au/wp-content/uploads/2021/03/Adding-value-to-your-brand.png471871Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2021-04-01 20:56:492021-10-22 20:57:26How to Add Value to Your Brand and How to Communicate This to Your Customers
Your brand positioning is the key to making business decisions streamlined. Here are our expert tips on how to use it to your advantage.
https://liquidcreativity.com.au/wp-content/uploads/2021/03/making-business-decision-making-easier.png471871Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2021-03-30 20:04:032021-10-22 20:25:37A Marketing Expert’s Tips on Simplifying Business Decision Making
If you want to run an effective business, you must clearly understand your strategy and where you stand in the market. Here are the ten big questions that you need to consider.
https://liquidcreativity.com.au/wp-content/uploads/2021/03/Understanding-your-business.png471871Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2021-03-30 20:01:442021-10-25 11:25:0310 Questions That Are Key to Understanding Your Business
Relocating your business is a perfect time to refresh and rebrand. Learn how to turn this into an opportunity to grow your brand and reach new markets.
https://liquidcreativity.com.au/wp-content/uploads/2021/03/turning-brand-relocation-into-rebranding-opportunity.png471871Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2021-03-30 20:01:112021-10-22 20:08:20How to Turn a Relocation Into a Rebranding Opportunity? – Liquid Creativity
When it comes to branding, change can be a difficult thing to master. How do you know when to rebrand? Here are just some of the indicators when a rebranding strategy may be precisely what your business needs.
https://liquidcreativity.com.au/wp-content/uploads/2020/10/signs_that_mark_the_time_to_rebrand-1.png9821816Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2020-10-26 18:22:112021-09-22 18:03:15Is it the right time to rebrand? | The signs to look for
It's easier to build a successful business when you have a clear brand essence to start with. Learn how to find your brand essence and use it to inform your business and marketing decisions.
https://liquidcreativity.com.au/wp-content/uploads/2020/10/Brand_essence.png471871Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2020-10-19 12:02:422021-09-22 18:07:21Capturing your brand’s essence and how it will help your business succeed