Established in 1967, Lowe Alpine is one of the original outdoor brands. Despite maintaining a competitive market presence, the brand’s positioning lacked clarity. Famed for its backpacks (or “carry systems”), it was facing increased competition from brands moving into this product category. Lowe needed to re-establish its market-leading credentials. And to resonate with a new generation of consumers coming into the sector.

Edna partnered with Lowe to define a new strategy. We positioned them (and their products) as “an enabler for more active lifestyles”. To support this new direction, we developed a revised visual identity: designed to maximise impact and create clear differentiation in the outdoor market.

The identity leverages confident, bold typography. A black and white palette creates stand-out from the sea of pastels often used in this area. The launch campaign was built around the idea of the ‘Carry Moment’: that special point in time when you (and your pack) are ready to go. The campaign was embedded through 2 key product stories, each with a specific use and accompanying narrative. Get ready to “Move Your World”.