Flow

Situation

In 2009, Insotect, the global leader in outdoor-gear insulation system technology, innovated a flow-optimized insulation system that delivers uniform heat distribution and natural body contouring through its revolutionary baffle design.

Challenge

Since this new insulation system was unprecedented, marking a true revolution in the outdoor gear industry, we need to create for it an equally advanced brand identity system.

Brand Advantage™

The new insulation system technology is truly revolutionary, never has a technology that could allow outdoor gears to be insulated in unobstructed vertical format so thoroughly. We selected a name that said it all: Flow™, to capture the essential power of this groundbreaking system. We then reinforced the brand's position by establishing the brand slogan "The Ultimate Form of Comfort", inducing consumer's imagination and desire of owning a Flow-powered outdoor gear. To project its advanced image, we selected the high-tech-looking silver as the primary color of the brand. We then established the brand's visual identity as a part of Insotect's universal visual system and created powerful marketing assets such as the brand identification system and North American-wide print media advertising. The Flow™ branding is expected to be launched in 2010 with great expectations for the industry.