Australian underwear subscription brand Knobby has unveiled a new brand direction and identity as it appoints as its first head of marketing.
Former City Beach, Goodlife Health Club, Uppercut Deluxe and Penny Skateboards executive Jay Baikie has taken the helm as the brand's first-ever head of marketing, overseeing the growing team of specialists across digital marketing and eCommerce.
Baikie's appointment comes as the brand unveils a new brand identity and direction, designed to evoke a sense of nostalgia and to reflect the brand's renewed focus on freedom, culture and creativity.
Knobby founder and CEO Rob Rand said that the new look was part of a broader strategy.
"2021 is set to be one of the biggest years for us.
"We’ve rolled out this new brand identity, we’re bringing to market awesome campaigns, most recently a collaboration with the Australia Zoo Wildlife Warriors that was very successful and we’re getting ready to announce a few big partnerships.
"We are well and truly on our way to cementing our position as one of Australia’s leading eCommerce brands," he said.
The new logo is visually inspired by the 70s aesthetic and uses colours inspired by natural Australian icons like the pink from Lake Hillier and the blue surf of Mooloolaba.
The brand will maintain its Aussie-larrikin approach and will build on its culture with customers, Rand added.
"Throughout the entire journey of creating our new brand identity we were focused on making sure everyone sees us as a mate and we’re eager to share our culture with them, we are more than just awesome undies.
"For a very young brand we’ve done a lot of growing which has been influenced by a number of factors including an increased demand from our members, keeping pace with never-ending changes in the eCommerce space, but most importantly we have become more confident in ourselves," he said.
Knobby is based on the Sunshine Coast and has underwear subscribers in Australia, Europe, the US and Asia.
Knobby's new logo