This is a product launch deck for the SIG SAUER M400 Tread Rifle. The complete deck shows all aspects of the brand extension creation including the final logo, packaging, and PoP materials.

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We wanted the line extension to feel like it's own brand, but still carry some aspects of the SIG SAUER name. Since Tread is the more entry level rifle line, it was important that we maintain the brand equity in order to add validity to the product. At the same time, insulating the high end legacy products was equally important.

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Ultimately we created the Tread sub brand that focused on giving a persona to each demographic that we targeted while still highlighting the product features. The backbone of the brand was that it included a full line of co branded accessories for a plug-and-play solutuion to the complicated rifle market.