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Close-up of a tan nylon bomber jacket with a ribbed collar on a hanger
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BRAND SYSTEMS · 2024

Built for the city. Ready for the way out.

ClientNorthline

One consistent brand system for technical clothing that moves between city streets and short escapes.

SectorTechnical outerwear
ServicesBrand Systems · Digital Experiences

The problem

Northline’s gear read as outdoor-technical,

so city retailers filed it next to hiking brands, not everyday clothing.

The product was built for versatility, but every team applied the brand its own way — and the version that stuck was the outdoor one.

The goal

Make Northline’s existing identity read the same on a city street and on a trail,

so retailers stop filing it as niche outdoor kit.

The system needed to hold logo, color and imagery together across packaging, retail and the rebuilt site.

The scope

  1. 01Brand consistency audit
  2. 02Brand rules (mark, type, color)
  3. 03Packaging & hang-tag system
  4. 04Retail site rebuild
Soft folds of cream technical fabric catching daylight
Soft folds of cream technical fabric catching daylight
A blank fabric label on a sage garment hanging from a white hanger
A blank fabric label on a sage garment hanging from a white hanger

Results

+15pp

Aided brand recognition

34% to 49%

+21%

Wholesale reorder rate

one season after relaunch

+12

New retail accounts opened

within two quarters of relaunch

Illustrative results from a fictional project.

A woman in a pale jacket and trousers walking across a sunlit city street past a red building
A woman in a pale jacket and trousers walking across a sunlit city street past a red building

“For the first time, people recognize Northline before they even read the tag.”

Freja Lindqvist — Founder, Northline

Ready to give your next launch this kind of clarity?

Let’s talk