Case History: Carving a New Name in a Niche Market
When a couple of smoking pipe enthusiasts (some buddies of mine) decided to try to earn some pipe collecting money by bringing a few of the display racks they had made for themselves to the Chicago International Pipe Show to sell, they got more than they bargained for. Their beautiful craftsmanship had everyone requesting their company name and website. A Pipe Magazine wanted to feature a write-up on them in its next issue (which was coming up fast). They suddenly found themselves in need of a next step.
Logo
Direction
There are many different types of pipe racks being offered in the pipe collectors' world. Some are purely functional, and some are surprisingly high-tech, with designs that look more like space ships than something you would keep in your home.
My friends create each of their pipe racks individually. Their products look like they have been handed down for generations, and each rack is unique and rusticated, with a character all its own. While the two cousins were selling pipe racks, what they were delivering was nostalgia.
I gave them a name and designed them a logo, and Two Cousins Pipe Racks was born. (Yes, they were in fact cousins).
There are many different types of pipe racks being offered in the pipe collectors' world. Some are purely functional, and some are surprisingly high-tech, with designs that look more like space ships than something you would keep in your home.
My friends create each of their pipe racks individually. Their products look like they have been handed down for generations, and each rack is unique and rusticated, with a character all its own. While the two cousins were selling pipe racks, what they were delivering was nostalgia.
I gave them a name and designed them a logo, and Two Cousins Pipe Racks was born. (Yes, they were in fact cousins).
Website
Website
They needed a website that reflected the nature of the cousins themselves – direct, unassuming, and decidedly low-tech. The message and the "voice" that delivered it was designed to convey the character of the two individuals – warm, easy going, and more interested in relationships with fellow enthusiasts than making a sale.
They needed a website that reflected the nature of the cousins themselves – direct, unassuming, and decidedly low-tech. The message and the "voice" that delivered it was designed to convey the character of the two individuals – warm, easy going, and more interested in relationships with fellow enthusiasts than making a sale.
Collateral
Collateral
A simple print-on-demand catalog enabled the cousins to show their wares face-to-face at collectors' events. An online version made online purchases possible.
A simple print-on-demand catalog enabled the cousins to show their wares face-to-face at collectors' events. An online version made online purchases possible.
Advertising
Advertising
Small ads, flyers, and custom printed matchboxes were used to build awareness and bring customers to the website. Simple, direct and honest.
Small ads, flyers, and custom printed matchboxes were used to build awareness and bring customers to the website. Simple, direct and honest.
Nothing Huge. Nothing Complicated.
Sometimes that’s all that’s needed. Of course, it helps if the products you are promoting are one-of-a-kind collectible works of art built out of love by true craftsmen. Two Cousins Pipe Racks went on to be the number one Google hit for “pipe racks,” and the cousins have received orders from all over the world.
Sometimes that’s all that’s needed. Of course, it helps if the products you are promoting are one-of-a-kind collectible works of art built out of love by true craftsmen. Two Cousins Pipe Racks went on to be the number one Google hit for “pipe racks,” and the cousins have received orders from all over the world.