Taking ‘bold steps’ with SOREL’s brand identity design
Objective: Bring SOREL’s brand story back into focus, cementing their cultural relevance and putting them firmly back on consumer's radar.
Sixty five years ago, SOREL was born in a snowstorm. Partnering with their visionary brand team, we were tasked with bringing that original spirit into sharper focus through a bold, contemporary lens - revitalising the brand vision in all its dimensions and reframing SOREL’s rich story for what comes next.
At the heart of our collaboration sat a clear north star, POLAR. A creative platform built on contrast, where opposing forces converge to forge a singular point of view. SOREL's new brand world stems from this ethos, living at the crossroads of poetry and pragmatism, elegance and edge; expressed through a hypnotic, imaginative brand expression that feels emboldened, resilient, and untamed. Made for those who take bold steps, wherever they roam.
This perspective guided the creation and orchestration of every brand asset. Working in close unison with the SOREL team, we evolved the relationship between the bear and the logotype, intentionally separating them to create greater dynamism and clarity across every application. We then developed a bespoke typography system rooted in poetic utility - introducing an emotive, navigational character set, Frontier, paired with a pragmatic, resilient sans, Base. This is combined with a reframed colour palette to draw on the raw beauty of nature with a subtle fantastical twist, creating a familiar yet intriguingly unconventional balance.
The outcome is a bold vision, visually and verbally articulated through brand identity design and global playbook - one that is as overt as it is mesmerising. A visual narrative built with momentum, creative freedom, and unmistakable presence. No half measures. Just a sharper, bolder SOREL, ready for the horizon ahead.
