Roc Noir branding
400 was briefed by Roc Noir, a specialist ski equipment retailer, to develop a brand identity
that would reflect the founders’ vision, define the firm’s positioning and achieve impact at
launch in a competitive and crowded marketplace.
Created by passionate skiers with an expert knowledge of the industry, Roc Noir’s goal
was to become an edited and curated shopping experience for like-minded, discerning
enthusiasts who demand hand-selected equipment and a superior level of service.
We created a distinctive brand identity that strikes the perfect balance between modernity
and heritage, capturing the dynamism and technical aspects of the sport in an iconic
marque that also carried the gravitas of a reputable, established firm.
We drew inspiration for the identity design for Roc Noir, named after a remote mountain
in the French Alps, from the carved stone memorials found on mountain summits, and the
iconography used to classify ski trail difficulty. The shape of the monogram was drawn from
the double black diamond, used to mark trails intended only for the most experienced
skiers. Confident and distinctive, it acts as a visual hook for a target audience that aspires
to be a part of that elite skiing fraternity.
400 was briefed by Roc Noir, a specialist ski equipment retailer, to develop a brand identity
that would reflect the founders’ vision, define the firm’s positioning and achieve impact at
launch in a competitive and crowded marketplace.
Created by passionate skiers with an expert knowledge of the industry, Roc Noir’s goal
was to become an edited and curated shopping experience for like-minded, discerning
enthusiasts who demand hand-selected equipment and a superior level of service.
We created a distinctive brand identity that strikes the perfect balance between modernity
and heritage, capturing the dynamism and technical aspects of the sport in an iconic
marque that also carried the gravitas of a reputable, established firm.
We drew inspiration for the identity design for Roc Noir, named after a remote mountain
in the French Alps, from the carved stone memorials found on mountain summits, and the
iconography used to classify ski trail difficulty. The shape of the monogram was drawn from
the double black diamond, used to mark trails intended only for the most experienced
skiers. Confident and distinctive, it acts as a visual hook for a target audience that aspires
to be a part of that elite skiing fraternity.
Roc Noir literature
As part of the launch we created a portfolio of photography and a sophisticated range
of marketing materials that captured brand’s values and positioning.
As part of the launch we created a portfolio of photography and a sophisticated range
of marketing materials that captured brand’s values and positioning.
