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Regatta

Background
Well established business facing competitive challenge.

Outdoor clothing brand Regatta launched in 1981 selling affordable products to get people outside. Over the years the company’s customer base expanded and diversified to include anyone looking for an outdoor adventure. At the same time Regatta’s marketplace became more competitive and its leading position was being challenged.

Brief
Showcase the current business including its diverse customer base in a modern and enduring way.

Solution
We designed a modern coherent visual identity system to be used across all internal and external communications collateral. To achieve this we re-worked everything from the brand’s strategy through to typography, colour palette, labelling, photography and art direction.

At the heart of the new identity is the company’s new brand logo - a single, simple, instantly-recognisable image - an R with a flat line and pronounced curve and steep kick referencing the company’s diverse customer base which includes dog walkers, hill walkers and climbers.
 
To launch the brand and bring the ‘For Every Adventure’ strategy to life, a film was produced made up of loyal Regatta customers who for one day on Saddleworth Moor, became the brand and collectively represented it.

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