NORTHLINE

NORTHLINE makes packs and shelter for long distance walking. The work covered the identity and the product pages, which have to explain a technical decision to a general buyer.

Brief

Outdoor branding tends toward the epic. NORTHLINE sells to people who count grams, and wanted the specification to be the argument rather than the landscape behind it.

Approach

Every product page opens with the numbers: weight, volume, fabric, seam. The imagery follows. The mark is a line with a fixed break in it, which is how a route reads on a map and how the range is organised.

System

• A specification block used identically on every product

• A diagram style for construction and seam detail

• One typeface, two weights, set tight

• A size and fit chart that works on a phone

Outcome

The client reports fewer returns since the specification block went live, which they put down to buyers knowing exactly what they ordered.