An award-winning North East business has unveiled a refreshed brand identity as it moves forward with plans to expand its existing offering across the region.
CBK Adventures, which is based in Cullercoats, worked with The Pulse Rooms – a local growth agency – to develop a new visual identity, communications strategy, and three key brand pillars that will drive the business day in and day out. These pillars are:
People – Creating opportunities for people to access open water and its associated health benefits, improving human wellbeing and happiness
Partnerships – Working with partners to sustainably explore new environments and create unique adventures in North East England
Planet – Acting as guardians and stewards of the natural environment at all times
Simon Laing, Founder of CBK Adventures, said: “Our business was founded in 2014 as Cullercoats Bike and Kayak. Our name was simple, it told everyone what we did, and where to find us. As we look ahead to 2021, our diary increasingly see us working the length and breadth of North East England, exploring the beaches, coves and inland waterways of this spectacular corner of the world. Of course, Cullercoats remains our birthplace, HQ and home, and long may that continue. However, we feel it is time for a change, a new name and a brand that can evolve with us wherever we go, whatever we do.
“Working with The Pulse Rooms has given us a great new brand, but also a newfound confidence in shouting about what we stand for. Andrew and Harvey really took the time to get to know us via the initial brand audit, which means all of their ideas, creativity and suggestions are bang-on, and consistently exceeding our expectations. We’re excited to be in an ongoing partnership with them and hope it will accelerate our growth in the coming years.”
A key part of the branding process involved speaking to existing customers, staff, and partner organisations, such as NewcastleGateshead Initiative, Newcastle NE1, and North Tyneside Council.
Andrew Young, Co-Founder and Director of The Pulse Rooms, said: “It has been a privilege working with CBK Adventures to help them take the next step in their journey. As someone who grew up in Cullercoats, I’m extremely proud to be involved in continuing to put this area of the region on the map.
”When working on any branding project, we place a strong emphasis on gathering feedback and insights from all key role-players to help identify potential areas for improvement and growth. Over the coming months, we’ll be focussing on a series of campaigns to reach both existing and new audiences.”
Since launching over 6 years ago, CBK Adventures has solidified itself as a leading provider of paddlesport activities in the region. As well as offering kayaks and stand-up paddleboards for hire in Cullercoats Bay, it also runs a series of tours that enable both local residents and visitors to explore the region’s coastline and inland waterways.
The guided kayak tours along the River Tyne have proven to be a big hit, with participants getting to enjoy the NewcastleGateshead Quayside from a new angle. During the winter months, CBK Adventures also runs a series of ‘Glow Tours’ on the river. Each kayak is illuminated using environmentally friendly LED lights. The business was recognised for its unique river tours in April last year, as it scooped gold in the ‘Experience of the Year’ category at the North East Tourism Awards.
The impact of COVID-19 has seen a rapid rise in the number of people taking up paddlesports as a form of exercise. One of CBK Adventures’ suppliers – Red Paddle Co – reported a 300% increase in sales and enquiries for stand-up paddleboards.
Simon added: “Our plans for 2021 are ambitious. We have listened to customer feedback and made a five-figure investment in new equipment, improved facilities and professional training. But this is just the beginning, our aim is to double the size of our business by 2025, whilst remaining true to our core values of creating socially sustainable adventure experiences.”