Going outdoors leads to yourself: Martini Sportswear accompanies mountain enthusiasts (and those who want to become them) on their personal outdoor moments. The new brand design tells these experiences.
By mountaineers for mountaineers: The people behind Martini Sportswear know the outdoors from real experience – including the glory days to the less-than-epic. From this lived experience, Martini outdoorsmen/women gather strength and ideas from each individual Martini Sportswear product.
The brand story reveals personal moments in the revised brand design: The design invites the public to discover the world of Martini Sportswear for themselves. The newly defined visual language moves away from product staging towards real outdoor moments and the people who experience them. These moments are concentrated in a newly defined design language.
(Project Management, Art Direction)
(Brand Story & Narrative)
(Graphic Design )
The claim is a signature design element: Martini Sportswear invites you to discover your personal outdoor moment. Animation, design language, and imagery create the key visuals used across all media.
Anyone traveling in the Alps knows the spunky Martini-M. This powerful brand awareness means refining the logo but not completely changing it. The gentle makeover brings the brand into 2022 — and beyond. We´ve decluttered the word mark and removed unnecessary edges. The letters are straighter and cleaner. We enlarged the “Sportswear” tagline and complemented the brand name with more balanced proportions. Unnecessary curves are gone from the signet. The new straight lines fit harmoniously into the overall picture.
The new pictogram style complements the typeface with a balanced design language. The basic grid is large enough to provide space for the visualization of complex topics. The icon language is light, happy and casual.