Brand identity creation for a world-class outdoor gear manufacturer
Kanrock is world-class outdoor gear that inspires you to discover the world. The challenge was to build a brand that inspires trust and conveys reliability — while remaining stylish, modern, and functional.
Create a brand of tourist goods at the international level for the Kant company. The main task was to convey the idea of reliability: in hiking conditions, equipment has no right to fail. At the same time, the brand had to be stylish, modern, and functional.
Kanrock was created for the international market from scratch, not just for Russia, taking into account the company's international ambitions. Before the launch, quantitative and qualitative research was conducted to identify consumer pain points and key insights.
Research Phase: Quantitative and qualitative research were conducted to identify consumer pain points. The key insight: consumers of tourist goods primarily value reliability. In hiking conditions, it is critical that equipment does not fail — especially a backpack, because if a strap breaks, it will delay not only the owner but the entire group.
Naming: The name Kanrock combines "Kan" (from the Kant company) and "Rock" (rock, stone, journey). It also plays on "can rock" — "I can rock" — with an association to active recreation and energy.
Visual Identity: Creation of a logo, color system, and typography. The visual concept conveys reliability and functionality while remaining modern and stylish. The brand positioning was built on the idea that Kanrock is a brand that inspires confidence.
Slogan: "Keep Wandering" — a double meaning: wander (to roam, travel) + wonder (curiosity, discovery). Suitable for travelers who explore the world.
The Kanrock brand visually burst onto the markets of Russia and France with quality products. The brand positioning "reliable companion" was warmly received by the target audience.
What was delivered: Complete brand identity including naming, slogan, visual identity system, and brand platform. The brand was created to inspire confidence — the design, communication, and photo style all conveyed the idea that Kanrock products are reliable above all.
Results: A modern multilingual website was created for the international audience. A catalog of international level was developed, assessed by the professional sports community as being at least on par with, or even above, more famous established international brands.
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