Launched in 2015, U.K.-based Tribe is a modern lifestyle brand with a mission to change the world of sports nutrition by creating the highest-quality, all-natural performance products for everyday athletes and bringing this community together through a love of nature and adventure. Wanting to better reflect the brand’s evolving community, Tribe challenged creative design and branding agency Pearlfisher to redefine its portfolio and visual identity.
Says Pearlfisher Strategist Molly Rowan Hamilton, “We conducted in-depth research which informed our key insight that the majority of consumers believe that sports nutrition products need to be synthetic to be effective. We needed an inspiring brand idea to challenge this notion of synthetic and an emotive idea that stated that natural products can be just as powerful in helping athletes of any level achieve their goals.
“We created a new core brand idea moving forward—‘The Force of Nature’—which focused our strategic approach in repositioning Tribe. Drawing a link between the potency of the product and connecting it to the joy of the outdoors and the overwhelming power of the natural world. From this, we articulated and unified the entire brand portfolio to build this exciting challenger brand on the road to an iconic pathway. We were then able to redefine Tribe’s tone of voice and communication strategy, empowering consumers to push their physical boundaries and to never stop discovering the everyday.”
