The problem
Northline’s gear read as outdoor-technical,
so city retailers filed it next to hiking brands, not everyday clothing.
The product was built for versatility, but every team applied the brand its own way — and the version that stuck was the outdoor one.
The goal
Make Northline’s existing identity read the same on a city street and on a trail,
so retailers stop filing it as niche outdoor kit.
The system needed to hold logo, color and imagery together across packaging, retail and the rebuilt site.
The scope
01
Brand consistency audit
02
Brand rules (mark, type, color)
03
Packaging & hang-tag system
04
Retail site rebuild
Soft folds of cream technical fabric catching daylight
A blank fabric label on a sage garment hanging from a white hanger
Results
Illustrative results from a fictional project.
A woman in a pale jacket and trousers walking across a sunlit city street past a red building
“For the first time, people recognize Northline before they even read the tag.”
Freja Lindqvist — Founder, Northline