Margen is a brand dedicated to the ocean and its people. As an up-and-comer in the sporting garment & accessory industry, founders Nick & Franck sought to create a brand that would make a splash in the proverbial ocean. Both with a passion for extreme ocean sports, involvement in national sporting communities and a heavy dose of over-exposure to the fast-fashion industry, Nick & Franck set out to create a brand driven to do better. A brand that didn’t just look different, but was made differently. A promise to deliver quality-made goods with a clean manufacturing footprint, and a bunch of good stories to tell along the way.
We were engaged to create an identity that represented everything they envisioned their brand would be. From naming and messaging to a complete visual identity package and rollout, this project was a massive undertaking that we dived into wholeheartedly.
What makes Margen special is its desire to rise above, to do better for the ocean and the community of watermen & women who live and breathe extreme ocean sports. Big, empowering brand values that bring out the best in people, and a point of difference that had the potential to make some messaging magic.
We worked with Richie to create a messaging kit that kept these core values at the centre of all brand copy, setting the tone of voice in motion for the Margen team to kick off writing in-house once the identity was complete. Think brand tags, one-liners, copy excerpts and more.
Margen's visual identity needed to represent the raw power of the deep blue and the human experience of extreme ocean sports. It needed a high-tech, high-performance look & feel, a gender-neutral approach and an adaptability to cross all layers of application, from digital content to garment design. With endless possibilities to explore, we drilled down on four key themes we wanted to convey: High-tech. High performance. Good for the ocean. Good for you. With those four pillars as our parameters, we built out the iconic Margen look.
From logo design, custom patterns, merch design and social templates to label design, race garments, equipment decals and car wraps, we worked closely with the Margen team to roll out the brand identity across all areas of application. What resulted was a cohesive, striking brand presence that would set Margen on the trajectory to success.
Still deep in the product development phase, Nick & Franck are keeping busy creating something revolutionary. They’re shifting the conventions of what it means to be a responsible brand in the garment & accessory industry, and are pushing the limits of possibility in the high-tech performance arena. With killer products on the way backed by a strong brand identity, they’re in a position of power to take the industry by storm.
"Kiel and the team led us right to the sweet spot, guiding us to realising where the brand could go. They knew how to get the best out of our brief and were very easy to work with, collaborating with us from start to finish resulting in an outcome we’re very happy with. We’ve now got a dynamic, flexible and exciting brand that is positioned ready to launch."