Everest, the great success of Northern European retailer Stadium, is a premium sportswear brand in the outdoor lifestyle segment. But in 2016, the brand had started to fall out of fashion, and was in dire need of an update to climb back to the top.
What we did
Brand platform Brand positioning Qualitative and quantitative research studies
Visual identity Iconography Illustrations Packaging Retail/ Environmental Guidelines/ Brand portals
Implementation plan Design templates Office templates
Eurobest 2016, Bronze
Our initial analysis showed that Everest was lacking the authenticity needed to motivate its price point. Internally, it was regarded as a white label. In order to infuse the brand with the authenticity it lacked, we drew our inspiration from how it all began – that Everest was developed for Sweden’s first K2 exhibition.
With a solid narrative to build from, we crafted Everest’s brand story around the notion of “When is now”. A call to get people active, outside. We used the final “X” on the map marking K2 to develop the brand logo. We selected a typeface to ensure the brand was perceived as premium. And we composed a color palette signaling the high-tech nature of their products.
Since the rebrand, Stadium has enjoyed considerable success with the Everest brand. As a result, their product offering has expanded significantly, allowing the logo to become iconic in its own right. And although Everest has certainly reached new heights, this brand won’t stop climbing any time soon.