Bex Sunglasses is a unique brand; a true outlaw within the optics genre. Born outside of the gaze of the big players in the marketplace, Bex found a niche providing high-quality and durable products to some of the toughest buyers: ranchers, riders and the blue-collar.
Founded in the shadow of Las Vegas in Logandale, Nevada, Bex operates on a simple mindset: Never fail on delivering on a promise, and be the hardest working product available.
In December of 2022 Wild Giant was approached by Bex to create some promotional graphics. The conversations about apparel and merchandise quickly turned to the brand proper. A chord was struck between the two companies when similar backgrounds and understandings came to light.
Wild Giant is from rural Eastern Oregon. A hub for agriculture, family ranches and generational understanding of hardwork. A unique perspective of the audience Bex speaks to was paramount to the partnership expanding beyond simple merchandise and promotional graphics to a full fledged brand audit and rebrand initiative.
Founded in the shadow of Las Vegas in Logandale, Nevada, Bex operates on a simple mindset: Never fail on delivering on a promise, and be the hardest working product available.
In December of 2022 Wild Giant was approached by Bex to create some promotional graphics. The conversations about apparel and merchandise quickly turned to the brand proper. A chord was struck between the two companies when similar backgrounds and understandings came to light.
Wild Giant is from rural Eastern Oregon. A hub for agriculture, family ranches and generational understanding of hardwork. A unique perspective of the audience Bex speaks to was paramount to the partnership expanding beyond simple merchandise and promotional graphics to a full fledged brand audit and rebrand initiative.
In March our team was welcomed to Bex's HQ in Logandale. We spent the day with ownership understanding the company from the beginning, and the challenges it faces in the industry. Learning about the inception of the company and it's growing ambitions was vital to understanding what we needed to achieve.
Lastly, we met the creative, sales and product development teams in the Bex Las Vegas office. We walked through brand personification exercises and tried to understand the challenges faced by those working with the brand the most. The wealth of information we gained from the Bex team was overwhelming and wonderful.
Our gameplan was simple:
• Refine the brand marks to be more effective in production and evolve them to meet the needs of the current market.
• Develop brand pillars and ethos that the company could use to help tell their story in the most authentic and organic way.
• Do not make changes for the sake of making changes. Be thoughtful of the end users experience and relationship with the brand.
Lastly, we met the creative, sales and product development teams in the Bex Las Vegas office. We walked through brand personification exercises and tried to understand the challenges faced by those working with the brand the most. The wealth of information we gained from the Bex team was overwhelming and wonderful.
Our gameplan was simple:
• Refine the brand marks to be more effective in production and evolve them to meet the needs of the current market.
• Develop brand pillars and ethos that the company could use to help tell their story in the most authentic and organic way.
• Do not make changes for the sake of making changes. Be thoughtful of the end users experience and relationship with the brand.
Working with Bex was a pleasure and we can't wait to see their brand grow. Thank you to Jason and his team for welcoming us into the Bex "home" and for being amazing to us.
