Comprehensive brandbook for a world-class outdoor gear manufacturer
Kanrock is world-class outdoor gear that inspires you to discover the world. The brandbook establishes global standards for product design, visual identity, and brand communications — ensuring consistency across all touchpoints, from manufacturing to marketing.
Kanrock needed a brandbook that would set the benchmark for the entire sports and outdoor industry — not just in Russia and France, but across global markets. The goal was to create a document comprehensive enough to guide manufacturers, agencies, suppliers, and internal teams.
The challenge: develop a brandbook that serves as a single source of truth for everyone who touches the brand — from product designers and packaging teams to marketing agencies and sales departments. The standards had to be borrowed from the most advanced methodologies in FMCG, automotive, and premium lifestyle brands where consumer attention is extremely limited.
Research Phase: We analyzed brandbooks from the world's leading companies across multiple industries — sports and outdoor, FMCG, premium automotive, and financial institutions. This cross-industry approach allowed us to extract the most effective frameworks and adapt them specifically for the outdoor gear market.
Structure & Methodology: The resulting brandbook includes visual identity guidelines with logo usage, color system, typography, and clear space rules; product design standards for fabrics, hardware, and material pairings across different product lines; photography and visual language specifications; communication guidelines with Tone of Voice principles; and application rules for packaging, retail, digital, and print materials.
Design Workflow: The brandbook includes a detailed action guide with a clear step-by-step structure: Define the task → Access source materials → Review the brandbook → Create design → Review with team → Proceed to production. Thanks to this thoughtful workflow, any specialist in marketing or production can immediately understand their next step — no extra explanations needed.
The Kanrock brandbook was delivered on schedule, containing all essential sections required for seamless brand implementation across the entire organization and partner network.
What was delivered: Complete visual identity system with detailed application rules; product design standards for all gear categories (tents, backpacks, sleeping bags, accessories); color specifications adapted for each product line; photography and visual communication guidelines; and a mini communication guide establishing Tone of Voice and messaging principles.
Immediate results: All materials from the moment of brandbook adoption began being produced according to the new standards. The brandbook was distributed to the manufacturing team, supplier network, and partner agencies. Kanrock now operates with the same level of brand consistency as the world's leading outdoor and sports brands.
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