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Industry Context

The Pathfinder children's clothing brand is a well-known name in the Chinese outdoor apparel industry.

Pathfinder children's apparel uses polar technology to provide high-quality, dependable children's outdoor items for the energetic youngsters born to provide safe and comfortable outdoor "armor" to support the little pathfinder courageous to explore the world. Products emphasize outdoor activities, are secure, cozy, environmentally friendly, entertaining and natural for kids, and promote an active outdoor lifestyle.

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Challenge

Pathfinder children's clothing market positioning gradually towards the high-end brand as the children's outdoor clothing industry continues to expand, full of development potential but at the same time facing a wide range of brand categories, brand homogenization is a serious market environment; in this opportunity, Pathfinder children's clothing need to reconstruct a new and differentiated vision to make the brand stand out and give new life.

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Strategy

We studied the Pathfinder children's clothing in-depth and conducted a thorough visual analysis of market-leading brands in order to fully comprehend the outdoor children's clothing market. Ultimately, we decided that "polar bionic technology" was the most important brand differentiator for visual expression and served as the basis for the visual system.

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Idea

We began with "polar bionic technology" and "took and used nature" in order to inherit the brand assets of the primary brand. The mountain shape, which is intuitively associated with the polar regions, served as the center's core symbol, and the tree's appearance, which symbolizes organic growth, was integrated to balance the children's clothing. The two aspects of peaks and trees are integrated into one symbolic language by taking into account the qualities of children's clothes and arctic technology£¬and the distinguishing green and blue hues are added to the base materials of children's clothes in the seasons of spring, summer, and autumn/winter, together with the above-mentioned symbolic system, to form a comprehensive visual system with the central symbols highlighting the traits of the seasons.

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Results

The new brand system will be formally introduced in May 2023. The new visual system conveys the vision of assisting young adventurers in discovering the globe and fostering a new outdoor lifestyle, which will aid in the brand's growth.

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