Crew Driven Adventure: ColourWear’s new branding that embodies the spirit of riding with your crew

ColourWear believes that the most epic times come from being with your people and experiencing the very best nature has to offer. Whether it’s at the top of the park, sending it down a tree line on a powder day or surfing glassy waves. They make clothing specifically designed for riders, by riders, who have deep roots in the scene. Their mission? To inspire people to get out there with their crew.

Challenge: ColourWear had been on quite a brand journey. When we met them they had changed their branding from ColourWear, to Wear Colour, to CLWR, and back again to ColourWear over the short course of a few years. Like any rider they had experienced their bluebird powder days, and their wipeouts. Because of these major changes within the company, they had lost a sense of who they were, what they stood for, and how they were different from copycat brands in the outdoor scene.

“Throughout the collaboration there were good explanations about the thought process and why you took certain decisions to deliver final designs. Awesome to see the excitement, passion and commitment from everyone!” Finn Schottenius, CEO

Process: Numerous workshops with their new investor, Finn, and their original founder, Frederick, led us to the realisation that before even thinking about visual identity, we needed to clarify their positioning from a strategic perspective. We decided to split our 12 week collaboration into equal halves; 50% of our time would be spent on strategy and thinking, and 50% of our time would be spent on design. The ‘Why’ became clear pretty quickly — these guys started the brand for one purpose; they absolutely loved riding with their mates. They had deep roots in the snowboarding scene, and they were bored of brands that took themselves too seriously, catered to corporate suits, and didn’t make space for beginners as well as seasoned adventure types. ColourWear is a brand for anyone that has a spirit for fun, adventure, and creative expression.

Solution: This ‘crew mentality’ inspired an identity that is expressive, unapologetic, bold and unique. A bright new colour palette connects the identity immediately to the company name. Graffiti-style graphics opens up the brand as 360/all year round — reflecting their range of snow, surf and street wear. Two custom fonts made sure that ColourWear is inimitable. A range of animated illustrations gives their audience an ‘in’ to the brand. This new identity provides ColourWear a confident place grow from that pays tribute to their history, while firmly facing towards the future of ColourWear.

Noise Studio is an international creative agency working at the intersection of digital and branding. We create unexpected design solutions for some of the most exciting names in sports, outdoors and sustainability.

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