The collegiate summer-level Asheboro Copperheads, who have played in the Coastal Plain League since 1999, announced that they are rebranding as the Asheboro Zoo Keepers, a homage to the city’s most prominent institution McCrary Park. The North Carolina Zoo, located in Asheboro, is home to 1,800 animals of 250 species and hosts nearly a million visitors per year.
The rebranding “is intended to elevate the franchise’s positioning within the community as a family-first summertime destination in central North Carolina.” The team has already begun planning cross-promotional opportunities with the North Carolina Zoo with a vision to work together as public ambassadors for the community, offering affordable family fun to the entire region. And with McCrary Park due for another renovation entering the 2022 season, there’s plenty of change with the team in 2022.
The largest natural habitat zoo in the world, the North Carolina Zoo receives almost a million visitors every year. The new team logo, design and identity present many marketing opportunities.
Representing five characters (four animals and a zookeeper) while also keeping the colour palette manageable was a challenge. New team colours are khaki, brown, black and jungle green, and the baseball club has already begun planning cross-promotional opportunities with the zoo.
One creative possibility that a zoo-based theme creates is a nearly endless supply of animals that can be included in alternate marks. While the team plans to use the four animals featured in the primary logo as a group to reinforce the zoo theme, they’re aware of opportunities to expand.
The new Asheboro Zoo Keepers brand was developed by Skye Design Studios, the firm responsible for such other baseball identities as the Tri-City Chili Peppers and the recently unveiled Staten Island Ferry Hawks.
“The club had been reflecting on its identity for about a year or so, thinking about ways to reinvent their brand to maximize their connection to the local community,” said Skye Design Studios founder Skye Dillon.
“The North Carolina Zoo is one of the state’s most notable attractions and is located in Asheboro. The zoo’s family-oriented values and prominence in the local region made it the obvious starting point for the club’s new name.”
“We would love to see families plan outings where they visit both the zoo and the ballpark throughout the season. As far as baseball, we will always be committed to fielding some of the best rising talents in the sport and giving our players a stage to hone their skills. Aligning with the zoo concept will enhance the experience for anyone at the ballpark — fans or players — and should be a win-win for our community,” said Asheboro’s coach and general manager, Jeremy Knight.
Fans can expect to see the new uniforms at the teams first game on 25th May 2022.