Cobra USA

Cobra USA came to us requesting that we give them some recommendations for a new logo for their Harley-Davidson aftermarket exhaust systems. Not only were they facing a declining market in motorcycle sales, but they had very little awareness within the category even though the company had been around since 1977. The good news is that they make a product that sounds just as good as it looks, and to a Harley rider the louder the better. Survival meant gaining a larger piece of market share, and a new logo by itself obviously would not do.

The overall strategy was to "own" the garage, to feel as if the brand is a natural extension of Harley-Davidson, and to own the hashtag, #RIDELOUD.

Since 1977, Cobra has been manufacturing quality, made-in-the-USA, high-performance and replacement ATV exhaust systems. Since the fall of 2015, WORK has been enthusiastically building the flavor of Cobra into its brand. WORK provided logo design, print ads, photography, social media services, and much more. In fact, one of the best ways to reach Cobra's target audience was to go directly to where they hang out. In this case, it was Harley-Davidson dealerships. So WORK created a newspaper that spoke to the motorcyclist's lifestyle and advertised Cobra throughout.