The Challenge
The need to find a strong casual collection within the core values of the brand.
The collection needs to encompass men’s and women’s, tops and bottoms. And the collection needs its own labels, still within the brand guide lines.
Our strategy
Researching the target group - active, sporty and contemporary thirty something with specific brand references and hobbies. Start with clean and strong visuals, use colours with an extra pull towards a tone of action. Find classic sportswear details with a twist. Source strong and rustic fabrics, give them a wash to soften the hand feel. Let the design shout Sail Racing, yet keep the logotype-visuals subtle.
The Result
A tight and successful spring/summer 2025 collection with a new tonality within the broader offering from Sail Racing. Many of the designs are carried over to the most recent collections from Sail Racing.