In a nutshell

Client: Tasman Guitar Co. | Industry: Music

The high-end acoustic guitar market is traditional in its approach, with most brands employing a well-established visual language that has resulted in monotony across the space. Totemo was commissioned to disrupt this status-quo through the development of a bold and innovative challenger brand that would demand consumers’ attention.

During the briefing stage, it was uncovered that the ‘exploration and pursuit of best-in-class playability’ should be at the core of the brand and the ‘Tasman’ name was devised to encapsulate the notion.

Individual product ranges were given names that tied directly into this brand narrative and the brand’s visual aesthetic was developed to evoke subtle suggestions of traditional nautical styling.

Once the name, brand and brand guidelines were established, Totemo facilitated photography of the guitar’s manufacturing process to be featured across the brand’s extensive range of collateral.

A custom website was designed and developed, along with a product catalogue, hand-crafted wooden retail signage, on-product merchandising, product packaging and more.

The brand has been extremely well received in a market that is notoriously difficult to penetrate and plans for an international expansion are imminent.