Leading outdoor clothing and equipment brand Berghaus, asked Caulder Moore to design a generic retail concept as part of its plans to build the company into a global leader in the outdoor industry.

They recognised that to connect with a more youthful audience they needed to develop the brand, exploiting the changes in the marketplace and embracing the aspirational, attractive lifestyle dimension of the outdoors.

To help them do this we needed to create a more contemporary tone of voice bringing to life the innovation and performance of the product and communicating, in an emotive way, the passion and trust that the brand inspires in its customers. The design needed to carefully balance the parallel brand values of performance technology – where Berghaus is a trusted and recognised leader, with style and aspiration and the adrenaline-fuelled, status conferring fashion and style that appeals to the t'ry-anything' attitude of its new target audience.

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