The great outdoors
Airzone and Axiom are two different technologies for two different purposes. One is lightness and ventilation, the other endurance and huge volume. Both are products by Lowe Alpine with their own mini brands. Our challenge was to communicate the unique benefits of each technology, while drawing from the already established master brand. The original brief was to rebrand both technologies but after careful consideration we decided that the solution was reduction, not further fragmentation.
We created a flexible proposition and communication framework, to work across all the Lowe Alpine rucksack technologies. With ‘Adapt to your environment’ underlining everything, Lowe Alpine had a way to pivot from the mountains to the product lab. A system of symbols communicates technical details and the four different activity areas Lowe Alpine specialise in: hiking, camping, adventure travel and climbing. This also gave us a way to show the marriage of nature and science that informs all their product ranges.