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Staying True to the sea

We got to breathe new life into a brand with an incredible history that had lost some of its shine with the concept 'True to the sea'. It's more than just saying, it's a new commitment to the place the brand was created for.

The brief was to bring Henri Lloyd into the future without neglecting their legacy. Our approach with the new communication concept was re-discovery rather than re-invention. 'True to the sea' brought the brand back to its origin when their famous oilskin was worn by the first man who single-handedly circumnavigated the globe in 1969. The result was a modern brand inspired by its history and the elements of the sea.


Creative team:

Thomas Nguyen (Art director)

Jakob Fagerström (Art director)

Johanna Åkesson (Designer)

Henrik Täppmark (Creative director)

A brand identity shaped by the Sea

We started with giving the Henri Lloyd brand a refresh. While 'True to the sea' became the brand concept, the brand refresh was inspired by the elements of the sea. Doing so we connected the brand to the sea in a literal sense; a logo reshaped by the waves, a new gradient inspired by sun fading, and a pattern mimicking the movement of the wind.

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