Berghaus: Made Kind
Branding for an award-winning sustainability programme
“Speak’s design team has been instrumental in developing and delivering the creative strategy behind this award-winning sustainability initiative”
Head of Marketing, Berghaus
Objectives
We were approached by outdoors brand Berghaus for support with naming and branding a new sustainability programme. The campaign had to encapsulate all of their environmentally conscious fabric technologies and initiatives under one emotive, consumer-friendly banner.
Our brief was to:
find an appropriate name
draft key positioning statements and supporting copy for multiple channels
design logos and other assets to help communicate the brand’s new approach to sustainability.
Approach
After defining the key naming criteria, Speak conducted initial research involving competitor reviews, stakeholder interviews – and audience feedback.
We went on to:
develop and test numerous concepts, showcasing sub-brand names and taglines, which were refined through a series of iterations with feedback from various stakeholders
create the trademarked MADEKIND name and brand, supported by the tagline ‘Performance gear that’s kinder to the planet’
deliver copy and visual assets required by the client for roll-out across multiple channels, from digital to point-of-sale.
Result
Berghaus announced it was extending the scope of its product sustainability programme on the back of the MADEKIND launch. The initiative won the sustainability award at The Great Outdoors Awards and continues to form part of the companies sustainability story today.
https://www.blacks.co.uk/blog/berghaus-madekind-award-winning-sustainability
