More than a year ago, Hawke began a complete brand review to update not only the identity, but also the products and the way those products are presented. Over the course of 2015 this new, fresh Hawke identity will be phased in.
The new brand identity and website supports the evolution of Hawke as a leader in sport optics design and innovation. In addition to the new look, Hawke is also introducing a new range of products that demonstrate the commitment to serving the American shooting sports enthusiast. As part of the rebrand the product families themselves have seen changes to make all product categories more consistent, and the full range of products clearly defined.
The new product offering, to be introduced throughout 2015, will include improved versions of popular models such as the Panorama and Airmax scopes, as well as new products like Vantage scopes and Endurance ED binoculars.
Launching on May 1, the updated website (www.hawkeoptics.com) provides the user with a more defined message of what the Hawke brand stands for and the unique mix of innovation, dedication, strength, and precision that Hawke products deliver no matter where they are used.
“It’s important that Hawke retains its established values but at the same develops a new and modern identity, the rebrand will ensure that we get the right message out there.” Said Chairman Paul Walker at IWA. “We feel it’s important to let people know what Hawke stands for, and our new tagline, “Vision Accomplished” signifies the commitment to quality products.”
Trent Marsh, Marketing Manager added, “It’s an exciting time for Hawke. As our profile grows in the U.S., having a brand image that our users can identify with is important. We’re new to many hunters and shooters, this new Hawke conveys the values that are important to Hawke, and those values are also held by our customers.”