Gerbing is well known for their hunting and motorcycle clothing for winter riding, but wanted to expand the market into other cold weather activities, including skiing and spectator sports - but with a new contemporary feeling. They created a new positioning statement, “Thermovelocity Protection,” that helped guide us as we built out the rebranding. We first created a new identity for them, then a sub-brand system; with brand standards, hangtags, packaging, view book, trade booth, and website using black and white images with accents of silver, red and black to hold their entire system together.


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