Dualmax

Situation

In 2003, Insotect, the global leader in outdoor-gear insulation system technology, innovated an industry-first hybrid insulation system that combines down and synthetic for an unrivalled match between comfort and versatility.

Challenge

Since the outdoor gear market had rarely seen a down/synthetic hybrid insulation system, we were left with a challenging task of branding an unfamiliar technology that had no market history.

Brand Advantage™

Ever since the beginning of this project, we knew the naming of this new brand would be crucial to its market success. Based on the technology's essence of duality, technological excellence, and versatility, we created the name "Dualmax™" as well as a resonating "Max Comfort. Max Adventure." brand slogan. Red was used as the primary brand color to communicate the brand's superior ability to retain user warmth under any given weather conditions. We then established the brand's visual identity as a part of Insotect's universal visual system and created powerful marketing assets such as the brand identification system and North American-wide print media advertising. The Dualmax™ branding campaign turned out to be an immediate success, earning the prestigious Outside Magazine "Gear of the Year" (2003) award through the world-renown Marmot Fusion™ sleeping bag series that it empowered. In 2004, the ConsumerSearch™ name Dualmax™ the #1 outdoor gear technology, providing its Insotect mother brand a grand entry into the top of the outdoor gear market.