Montane
→ Stripping adventure back to the essentials

Following Montane's 2020 acquisition by private equity firm Inverleith LLP, and with the original founder preparing to step away, we were entrusted with codifying the brand to ensure seamless transition into its next growth phase.

Working alongside newly appointed head of product design and outdoor clothing veteran Roddy Darcy, we aligned the brand update with the product team's vision for the future of outdoor wear.

Analysis of the outdoor category revealed lowering barriers to entry, enabling year-round participation in outdoor sports. We also observed a paradigm shift in Montane's core customer segment which was informing a new utilitarian, multipurpose way of thinking toward how they built their outdoor wardrobe.

Leveraging this insight, we revitalized Montane's existing purpose – which aligned naturally with this essentialist outdoor attitude – developing the brand idea 'Do more with less.'

This concept drove the creation of a campaign film, new minimalist visual language, and authentic tone of voice, positioning Montane for its next growth phase while reinforcing its purpose: enabling lighter, purer, more immersive outdoor experiences.