Macpac is a New Zealand outdoor clothing and equipment brand known for its hiking packs and puffer jackets. Our work with Macpac focused on redefining their typographic language to be more distinctive, more cohesive, and better reflect the quality and of their products. Changes to the graphics, colour palette and photographic art direction gave the brand a more confident, cohesive presence.
As part of the rebrand, we refined the logo typography with a bolder, more modern cut for a more prominant look and brought back an earlier mountain icon in a cleaner form that works better as a single solid colour. We chose Futura Bold as the primary typeface for its direct, confident character and associations with efficiency, authority and forward thinking. A stricter colour palette helped bring greater cohesion to the brand.
The work was delivered as a set of brand guidelines for Macpac’s internal design team to implement across the brand.
