‘Taking comfort to extremes’
deuter | Brand Boost
It’s hard to stand out – even with a strong brand and great products. Sometimes it takes an outside view to bring clarity, sharpen the story, and show your value in a new light. deuter didn’t need reinvention. Just honest communication, smart strategy, and gear that speaks for itself.
| SERVICES | Product Consulting Product Experience Design Apparel & Footwear Design Brand Communication |
What does “comfort” really mean?
For deuter, it means more than plush padding or ergonomic straps. It means reliability when it matters (whether you’re climbing into the mountains or weaving through the morning rush). That’s the thinking behind ‘Taking Comfort to Extremes’, an ethos that expands how people see deuter. It’s about support that goes the distance, in every environment, for every kind of day.
The brand didn’t need reinvention. Just focus.
deuter has always been known for quality and technical know-how. Their packs have carried climbers, cyclists, and hikers through some of the toughest terrain around. And they’ve made massive breakthroughs in every product generation, from child carriers to luggage to sleeping bags. But still, they faced a challenge…
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As the deuter product family grew, so did the competition.
And in this incredibly fast-paced market, standing still is a bad option. So, how can you stay on top when others are catching up? And (more importantly) how can you double-down on the leadership you’ve already earned?
(Side note: this isn’t unique to the outdoor space. Even in workwear, clarity counts. See what we mean).
A strategy is only useful if it translates into real things.
We worked closely with deuter’s design language – one they’d built and refined over decades. We spent time in shops, talked to customers, analysed the full product range, and looked at how the design system held up. From that, we pulled out the brand strengths that really mattered…and let go of anything that diluted them. Rather than trying to be everything at once, we focused on building clarity and consistency across all categories.
From the small details…to the large.
The product is the touchable part of a brand. So, we unified their buckle design to be tough, light, and unmistakably deuter-shaped to echo the peak in their logo. We turned brand strategy into visual tools that designers could use day to day. Things like the way force lines guide how a pack is carried. How colour blocking, cuts, back systems, and even logos work together to tell one clear story.
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Of course, design doesn’t work in isolation.
For deuter’s refined identity to land, the story needed telling. That’s where the launch campaign came in: Taking Comfort to Extremes. It played on two levels. One: deuter goes to extreme lengths to guarantee comfort. And two: that comfort gives people the freedom to go to their own extremes, whether that’s summiting a mountain or trekking through their daily commute.
A great brand fit.
Design isn’t just decoration. And communication isn’t just words. When both are on-point (and in sync) a brand proves a point – visually, functionally, and emotionally. Trust is built. Differentiation strengthened. And deuter has space to be understood, not just seen.
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