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Corporate DesignBrandspace Design

MAMMUT

MOUNTAINEERING TRAILBLAZERS

Case Study 

Mammut AG

Founded in 1862 as a crafts business, the Swiss company Mammut is nowadays one of the leading suppliers of mountaineering and outdoor equipment. Mammut commissioned hauser lacour with its brand segment relaunch with a view to making inroads into the performance underwear market and differentiating itself strategically and visually from its competitors.

Project Assets

RE-LAUNCH OF A MARKET SEGMENT

Base layers by Mammut 

In addition to its range of ropes, meshes, belts, and equipment for mountaineering and outdoor, Mammut would like a more visible presence in the performance underwear and base-layer segment. The existing collection is to be expanded and there will be a new communication concept for a re-launch. It will be able to be developed and will form a basis for future communication measures and presentations.

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DEFINITION OF THE SUB-BRANDS

Polytech, Symbitech, Wooltech

hauser lacour analyzed the market environment in order to define a clear method for addressing consumers with regard to the new sub-brands that can be derived from the materials and the associated textile functions. “Symbitech” stands for a mixed fabric made from polyester and wool, “Wooltech” for Merino wool products, and “Polytech” for those made of polyester. They are intended to communicate the same values as the umbrella brand Mammut, which is already positioned as a high-end brand: quality, safety, innovation and technology.

 

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AUTHENTICITY OF THE BRAND MESSAGE

Go warm — Go dry

 The first implementation process saw the creation of design concepts for “Go dry” (effective moisture transport) and “Go warm” (optimum heat insulation) brands: Packaging and POS measures. They target professional sports persons, who are addressed through the choice of models for the shoot, who are sports persons too. They convey credibility. Warm, authentic and natural imagery promotes the brand experience. To expand communication at international level, for the graphic design hauser lacour collaborated with the London agency Mind Design.

 

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