Calm Waters Colouring is a local, independently published adult colouring book company located in La Corey, Alberta. After the downturn in the economy, Jeff & Carla Fendelet decided to turn that challenge into a unique opportunity, and in January 2016 Calm Waters Colouring was born. Since then, they have released 3 books which can be found in stores across Alberta and BC.
Calm Waters Colouring initially came to Octopus Creative for copywriting services. But, after a deep dive into their business, a couple of things became clear: the owners were doing a boatload of legwork, the adult colouring book market was hyper-competitive, and an integrated marketing and branding strategy was needed. Copywriting was just a small part of the solution. Ultimately, Calm Waters Colouring had a great product that needed a great brand to help differentiate them in an extremely saturated market and to help increase brand awareness and sales.
After burying ourselves in research and brainstorming sessions, we discovered the best way to differentiate Calm Waters Colouring from the masses of other adult colouring books out there was to thoroughly uncover their unique selling points and focus on strategic branding. With that in mind we crafted their brand on three main pillars:
- Proudly Canadian
- Independent (Indie)
- Caring about the colourist with coil-binding, no spines, and no double-sided images for stress-free colouring.
Octopus Creative conducted a complete rebranding for Calm Waters Colouring. This included new book cover designs, new logo design, copywriting, photography, marketing strategy and positioning, website redesign and all the other things that go into a company rebranding. Their new website features a one-of-a-kind store locator, online ordering, a vendor sign up and strategic calls-to-action sprinkled throughout the site.
How do you rise from the water in a saturated market, and even try to place on the first page in Google upon website launch? One strategic initiative was to implement an online store locator to highlight the other local vendors who stock Calm Waters Colouring Book. This is something that no other colouring book company had done and would help them to entice vendors and increase their vendor uptake rate. Not only that, when searching the long-tail keyword “online store locator colouring books,” Calm Waters Colouring now places first page on Google! Calm Waters Colouring has been approached by national brands about co-marketing partnerships, they have begun selling online (and making a much better margin!), and they have a cohesive brand strategy to springboard them forward into the future. Our crew was (and is) pumped to be working with such a kick-ass company
P.S. Jeff & Carla, if you’re reading this, we still would have liked The Kraken on the cover of the newest Mythology colouring book! 😉