Six Tiger are a Canadian outdoor apparel manufacturer with roots in the country’s pioneering Galt Knitting Company. They have a global design and distribution network and operate within one of the most competitive retail sectors in the world. They approached us to fully brand their new collection of innovative water-repellent fleece garments and graphically position them, initially, for retail buyers in the UK. Along with developing a brand name, strapline, logo and retail identity (hang tags, point of sale), we were also tasked with producing a bank of lifestyle and product imagery in time for the product’s launch in autumn/winter 2012/13.

We first compiled a name report categorising brands across the outdoor clothing market according to their origin. This helped steer our development of six new names in most appropriate categories. Climescape, a composite of ‘climes’ and ‘cape’, was a clear favorite in the ‘climate and technology’ category, so with this in place, we had the cornerstone on which to build the whole brand. Alongside the subsequent creative development of the graphic identity and tone of voice, we shot brand wrap and look book imagery for the Climescape website, which Six Tiger asked us to design and build after a successful first phase of the creative brand development.