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QALO unveils “Never Settle” tagline and new visual identity as part of brand refresh

Updated visual identity reflects QALO’s ongoing evolution from a pioneering silicone ring company to an active lifestyle brand


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Santa Ana, Calif. (April 12, 2021) – QALO, the active lifestyle company known for popularizing the silicone wedding ring, has announced the launch of its new brand tagline, “Never Settle,” and accompanying updated visual identity, which will roll out across qalo.com, marketing, products, and packaging from April 12.

While QALO will always stand for its core values Quality, Athletics, Love, and Outdoors, the new “Never Settle” tagline reinforces QALO’s commitment to removing barriers for customers and helping them through life’s adventures – whether that means keeping hardworking hands comfortable with its silicone wedding rings, embarking on adventures with their pup with its jingle-free dog ID tags, or staying safe on solo sojourns with QALO ID medical bracelets. The positioning was inspired by QALO’s tight-knit community, their experiences with and perceptions of QALO, and the ways in which they see their own values reflected in the brand. The process began by gathering feedback from customer reviews and direct conversations on social media, which were then explored through the lens of sales, website, and market data, and infused into each element of the refresh.

QALO’s new visual identity was designed to reflect the company’s ongoing evolution from a pioneering silicone ring company to an active lifestyle brand, while staying true to the things its customers love about the brand: quality, utility, and beautiful design. QALO’s reworked logo still features its iconic stencil lettering, only now cleaner, and more reflective of the brand’s dynamic nature.

“The great thing about the brand refresh is that it’s inspired by our community first and foremost,” said Gregg Angier, CEO of QALO. “We’ve always felt a strong connection to them because we are them – we’re those hikers, athletes, CrossFitters, and pet parents that share a love of adventure and staying active. Never Settle is us saying, ‘sure, we’re proud of everything we’ve achieved, but we’ll never rest on past glories.’ Our mission is solving problems for our community, and this refresh is an exhilarating next step on that ongoing journey.”

In addition to featuring QALO’s bold new look, its website now also boasts a streamlined remerchandising of QALO’s product assortment. The restructuring focused on deep filtering, better variant visibility, and more categories for QALO’s growing product range, ultimately allowing customers to more easily discover or navigate to the product that best suits their needs. The new site also includes features that make bundling and personalization easier and more enjoyable for customers, as well as improvements to the site’s speed and functionality.

The new brand identity was an in-house team effort that involved multiple leads across the QALO brand team, as well as its parent company, Win Brands Group, and ushers in an era that promises QALO’s broadest ever lineup of hardworking active lifestyle products.

About QALO

Founded in 2013, we started life as pioneers of the silicone wedding ring, inspired by the belief that you should never have to choose between your own safety and comfort, and showing your commitment to the one you love. That’s why we spent years creating ultra durable, 100% safe silicone rings that are also so flexible and lightweight, you’ll barely realize you’re wearing them. Today, we make a range of active lifestyle products, all purpose-designed to remove the barriers that get in your way, and help you through life’s adventures. Because you should never have to compromise on the things that matter most.

QALO is part of Win Brands Group (Win), a leading owner of product-focused, consumer brands that deliver happiness and incredible experiences to their customers. In addition to QALO, Win’s portfolio also includes Homesick (scented candles and home fragrances), and Gravity (science-backed weighted blankets and sleep wellness products).