Everest

A fresh start for one of the Nordic’s largest outdoor brands

A brand on the rise

 

Everest, the great success of Northern European retailer Stadium, is a premium sportswear brand in the outdoor lifestyle segment. Though when Essen was contracted by Stadium pre-launch of winter collection 2016, the brand had started to fall out of fashion and was in dire need of an update.

 

Finding direction

 

Our initial analysis showed that Everest was lacking the authenticity needed to motivate its price-point. The brand was perceived internally as a white-label and had been lacking defined leadership. We soon realized that we should uncover the founders’ story to give the brand the authenticity it was missing.

Uncovering the story

 

Spending time with founders and brothers Bo and Ulf Eklöf, we got a picture of the brand’s journey and vision going forward. We learned Everest was developed for Sweden’s first K2 exhibition; from this we crafted Everest’s brand story around the notion of when is now. A call to get people active, outside.

 

“X” marks the spot

 

Drawing further inspiration from their origin story, we used the final “X” on the map marking K2 to develop the brand logo. The typeface was selected to ensure the brand was perceived as premium. Our color palette was composed not only for its visibility, but to signal to customers the high-tech nature of their products.

A system for all seasons

 

An in-store brand, Everest has to compete with the likes of several sportswear giants. This means Everest’s packaging needed to look just as good at lower price. Considering the wide range of products offered, a proportional system was developed to give consistency across categories and provide room to grow.

 

Onward and upward

 

In the time 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. Although Everest has certainly reached new heights, this brand won’t stop climbing anytime soon. 

Strategy

  • Brand platform

  • Brand positioning

  • Qualitative and quantitative research studies

Design

  • Visual identity

  • Iconography

  • Illustrations

  • Packaging

  • Retail/ Environmental

  • Guidelines/ Brand portals

Content

  • Implementation plan

  • Design templates

  • Office templates

Awards

  • Eurobest 2016, Bronze