CHALLENGE
As an established brand in action sports, ColourWear has experienced bluebird days, chest deep powder, and whiteouts on their way to constructing exceptional products for adventure. In order to “find a new line” and continue cultivating an adventurous audience, the team knew they needed to solidify their roots and build a forward thinking strategy for them and the ColourWear community. So they went after this challenge like any rider would...they sent it!
PROCESS
We like questions. We asked many questions in our understanding phase in order to get the essence of the brand and its audience. Exceptional products, enjoying nature, being active; those all make sense. However, there was one thing in particular that we kept coming back to, the very essence of why we gear up to go to the mountains. That essential factor is “our crew”. The family we’ve made to push us to be adventurous, take risks and cheer us on whether we land the jump or not.
SOLUTION
Our ‘crew mentality’ inspired an identity that is expressive, unapologetic, bold and unique. A bright new colour palette connects the identity immediately to ColourWear. Two custom fonts make sure that the brand is inimitable. The new identity, mentality, and brand focus for ColourWear exhibits confidence, cohesiveness, and friendly competition. Ultimately, we’ve formed a new kicker to launch ColourWear into the future of their brand.
