Brand identity - Berghs SOC

Project overview

Alpingaraget has been Sweden’s most complete ski shop and service workshop since 1994. Its wide range of alpine equipment is carefully selected from top suppliers and brands. With knowledgeable and dedicated staff, Alpingaraget aims to provide first-class service to help customers find the right equipment.

Timeframe

4 weeks

My role

Graphic designer

Tools

Adobe Illustratior, Adobe Photoshop, Adobe InDesign

Context

This project was my individual final assignment in the 11-week evening course Graphic Design Professional at Berghs SOC. The task was to create a new visual identity for an existing store where we saw potential for growth. The goal was to enhance visual communication and make a real impact.

Create an identity that embodies a professional and authentic ski shop while maintaining a humble feel, aligning with Alpingaraget’s tagline: 'With us, it’s always winter.' The visual identity should also stand out from other similar brands on the market.

Goal

Design process

The design process in this project was aligned with the structure and framework of the course. We explored various aspects of graphic design, including creative processes, editorial design, imagery, typography, advertising communication, visual identity and digital design.

Design

Research

Articulation

Ideate

Deploy

Brand analysis, Competitive analysis, Empatize, User insights

Visual-, Brand and Concept articulation, Feedback and iteration

Moodboards, Sketching, Visual hypotheses, Feedback and iteration

Finalize, Feedback and iteration

Presentation, Feedback analysis and iteration

Research

About

“Since 1994, Alpingaraget has been Sweden’s most comprehensive ski shop and service workshop. Our wide range of alpine equipment is carefully handpicked from selected suppliers and brands. With the help of our knowledgeable and dedicated staff, we strive to provide first-class service to help you find the right gear. With us, it’s always winter!”

-Alpingaraget

Skilled Professional Passionate Authentic

Expertise Top-tier service Reliability

Current visual identity

After analyzing Alpin Garaget's visual identity, I find it inconsistent, pretentious, superficial, and their website has very poor accessibility, especially in terms of contrast.

Visual identity

Moodboard

Tagline

Logotype

After conducting extensive research and dedicating numerous hours to sketching, gathering feedback, and refining the design, I developed a new logo for Alpingaraget. The core principles guiding the logo's creation were brand recognition, a clean and modern aesthetic, and a professional identity that aligns with the company's values.