From winter to summer: reinventing a brand amidst climate change

How can we grow local brand awareness beyond the region? How can we leverage independence as a strength against retail giants? How can we encourage customers to explore activities beyond skiing in the mountains? How can we sustain a tourist economy year-round? So many questions! But a few pebbles in our shoes won’t faze us: creative work thrives on challenges and constraints, and we love it!

After immersing ourselves in the gentle hills of the Vosges, we kicked off a strategic recommendation process. The snowy winter is fading; long live autumn, spring, and summer! We needed to pivot Speck towards promoting year-round mountain activities. Then, we had to make another shift to ensure customers of all levels, budgets, and interests felt represented. To tie our laces in the prettiest bow, we chose to draw on local roots: what better way to connect with diverse audiences than a touch of Alsatian charm? Blending folklore with humor, the brand’s appeal skyrockets among both local and international shoppers.

We crafted a 100% mountain identity that’s softer than that of competing brands from the Alpine region, which tend to adopt sharper expressions. This identity is a joy to discover both online and in-store, marked by a clear technicality and insightful advice. A multi-faceted symbol (two peaks, one cap?), a structural angle, a trio of Alsatian colors, unique typography, and a fully local tone of voice… And Hoplà, you’re in the mountains!