Dualmax
Situation
Innovated by the outdoor gear insulation system leader Insotect, Dualmax is a highly advanced dual-material insulation system for outdoor gear that combines the benefits of natural down and synthetic fibers, giving users the advantages of both materials while eliminating their short comings.
Challenge
Prior to the consolidation of the Insotect brand system, Dualmax needed to stand on its own as an independent brand with its own distinctive positioning and visual style.
Brand Advantage™
Formation SD began by creating the phrase "max comfort. max adventure." as the brand's central idea, explaining both the brand name and its versatile benefits. Progressively, the name Dualmax™ was created to mirror the brand's essence of duality and technical excellence. Red was used as the primary colour to communicate the brand's superior ability to retain user warmth. |
