FULMER HELMETS
SERVICES
Brand Repositioning
Catalog
Marketing Materials
Packaging
Despite being the American's #2 helmet seller by volume, Fulmer had come to be perceived as a cheap, generic motorcycle helmet brand.
KEY INSIGHT
Fulmer wished to upgrade its image in order to appeal to a broad diversity of riders (including nostalgia cruisers, off-roaders, touring enthusiasts and many more).
SOLUTION
Tactical Magic developed a singular identity with an emotional appeal for all rider types, expressed through an integrated corporate identity system and new packaging. A new marketing campaign included targeted tactics to appeal to individual rider types (advertising, helmet designs) and to dealers (trade show design and promotions, trade advertising).
Packaging for motorcycle helmets is largely utilitarian, since helmets are typically displayed out of the box. The branding opportunity here was to telegraph the new trademark, so that it could be attractive and readable from a distance (e.g., on a rack behind the parts counter). The boxes also serve as “bricks” that can be stacked together for graphic impact behind a floor display of helmets.
RESULTS
Fulmer Helmets succeeded in an improved image and greater acceptance among riders. Not to mention increased overall sales. In fact, one helmet design created by Tactical Magic holds the record for being the company’s best-selling helmet graphic ever.
Tactical Magic has provided turnkey production for several annual editions of the Fulmer Helmets catalogs. Services include concept development, photography supervision, art direction, copywriting, proofreading, graphic design, illustration and print production supervision.
