Founded in 1979, Klättermusen is not your typical high-end outdoor brand. Since the start they have set out to create the very best and most functional clothes for truly passionate outdoor lovers. In 2014, the expansion plans for the future was being formalised. We provided strategic brand design, platforms for content and co-designed a new website.
Together with the client, we defined the way forward as “a change from introverts to extroverts” – Klättermusen has always been best in class and now the branding would properly communicate this, both in the collections, in shop environments and online.
Unfortunately, before the rebranding could settle in the minds of the global outdoor community, a new owner decided the brand needed yet another redesign – a poor decision in more ways than aesthetic; brand identities cannot work miracles on their own but need tlc 24/7 to becom awesome.
We will find some comfort in the knowledge that products branded with this short lived identity will most likely become a collectors item quite quickly though.