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Caledon Club

The Beginnings

Caledon Club, who were originally known as “Legacy Infin8Ty”, first approached Digital Cake during the start of their ecommerce journey wanting to gain key insight and industry advice on how to successfully run their business in a modern ecommerce environment.

Our initial task was to review their brand name and visual identity to ensure that both of these components worked in unison to create an accurate reflection of the company.

As the origin of the business was rooted in family and building something that could be passed from one generation to the next, we felt that a new name was needed in order re-energise the teams enthusiasm, nod to the brands emotive history and also tell an authentic narrative.

We also worked closely with their internal team to dig a bit further into their visual identity, their company ethos and their plans for the future to create a truly holistic brand that accurately reflected them and their ideas.


The Goals

  1. Refresh the brand by establishing a unique, engaging and instantly recognisable brand name.
  2. Host a collaborative brand workshop with the aim of discovering the brand’s origin and use this to establish a honest and authentic brand voice and identity.

The Plan of Action

Our initial concerns with the name Legacy Infini8Ty was that it did not immediately reveal the brand narrative to the customer. Another key issue that we found was that this name would not be easy to search for online, and it would be difficult to rank fora combination of these terms on Google and customers could be searching for the brand using a varied combination of spellings.

After assessing the potential pitfalls of this name, we decided to use this as a great opportunity to re-energise the brand and create a new brand name which would be a more accurate reflection of the business and ignite enthusiasm and excitement in the team.

We initiated a full day brand workshop to give our client a clear idea of where the business was heading, how they could utilise their unique identity to attract customers and stand out from the competition.

The main aims of our workshop was to:

  • Create an open, interactive and engaging environment for collaboration in order to generate a detailed and bespoke brand framework that can be used as a foundation for the new brand processes and direction.
  • Re-energise the team around a shared Caledon Club vision and align them behind a simple and emotive brand idea.
  • Find a unique brand message to attract and nurture loyal customers.

Our workshop was structured around a central mood board provided by the client which has been designed to give us a direct insight into the origins of the brand and the vision behind the company.

One of our first tasks during this workshop was to dissect the keywords that the client associated with the brand and its core identity, and from there build a bank of key terms that could be used to inspire a new name. For example, as family is at the heart of the brand, we decided to communicate this by adopting “Caledon” into the name.

Interestingly, during the research stage we discovered that Caledon is actually a place in Africa which is one of the last few remaining places where lions can be found in the wild. Combining this with the ethos of a brand that sells high quality products, we decided to also incorporate the world “club” into the name as this would give the connotations of a exclusive group of people who share a strong sense of pride, community and belonging.

From here, we came to the final name of “Caledon Club”. From conducting this collaborative workshop we were able to provide Caledon Club with the tools needed to evolve, grow and compete in the modern ecommerce marketplace.


The Results

After successfully establishing the new brand name, the next stage of our relationship is to continue supporting Caledon Club as they refine their online visual identity and also offer advice and guidance wherever possible regarding their social media presence.

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