Branding and Positioning
When an entrepreneur comes to us with a great business idea and the need to develop a brand to make it a reality. This is the case of Umanaq, a golf enthusiast who wanted to launch a luxury clothing brand specially designed to practice his favorite sport.
The pursuit of the perfect balance
Inspired by the world's most extreme golf course Ummannaq, located in Greenland to represent the effort, perseverance and dedication to become a golf master.
From this premise, we developed the branding and corporate identity under the Ancient Greek term "Areté" translating into supreme excellence; the balance between technique and mentality.
Based on the path of the perfect swing along with the golden ratio, the isotype design is modern yet timeless.
The colors are neutral and mature, giving the brand a premium perception, accompanied by more vibrant secondary colors inspired by those found in the nature of the golf course itself.
The art direction seeks to represent that balance between different concepts from the diagonal that separates two concepts; and a photography full of movement but at the same time denoting serenity.
The finest golf apparel
Moreover, we have been involved in the product development, giving much detail to all the little personalized touches that make each of these pieces of clothing authentic luxury. From the stitching to the engravings on the buttons, the packaging and the labels, everything is designed for an optimal user experience.
Setting the playing field
Being a digital native business model, the website is the main tool of the brand hence the representation of its values and achieving an easy and intuitive navigation was essential.
A hawk's eye view
In the absence of physical presence in stores, social networks become the showcase to digitally represent the entire brand universe.
With the mix of all the lookbook, ecommerce and graphic photography, and some honest but defiant and ambitious copies, we have managed to communicate the style and values of the brand.