Eider
A Quiet Journey
Branding (proposition) / Art direction
Eider is a French outdoor clothing brand created in 1962. If the brand was widespread in the region where it was launched (Haute-Savoie, France), it lacked core brand values, and thus struggled to conquer an increasingly wide and varied target.
Eider contacted us to represent the new vision of the brand, a vision where the consumer, if he is at the heart of the outdoor experience, adopts a posture of humility in front of the mountain, and leaves only an ephemeral and positive trace of his passage. That's why the brand entrusted its rebrand to Native, an agency in which I was one of the art directors assigned to this project.
The project was eventually not completed for various reasons, so here is the proposal on which I worked. This one puts forward an element often crossed during hikes, namely the "cairn", which represented for me perfectly the new vision of the brand : the passage of the man in mountain, who wants to be discrete, humble, who shows his respect to the nature, by knowing that only this trace will be always the after him, with the test of time.
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Client : Eider©
Agency : Native communications
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Creative Direction : Laurent Molière
Art Director : Pierre-Axel Cotteret
Copywriting : Fréderic Fontana
Project Manager : Alexis Peloux, Pauline Merlin
For this project, we used some image that belongs to others brand, to demonstrate how the final product (the logo) would look like.
We do not own these images, nor any of the clothing shown above, and they were not use by Eider in any way.
©Arc'teryx, ©Haglöfs, ©Helsinki Outlet, ©La Compagnie des Cartes, ©Patagonia
