Avec entered the tired ski rental market in Mont Blanc where the current landscape doesn’t make for a particularly nice experience; it’s slow, it’s disjointed and feels transactional. The research highlighted there’s currently low loyalty between customers and the rental store they choose to use.

Avec identified an opportunity to simplify the disjointed nature of ski rental, taking the faff out of the experience by introducing a door-to-door service and enabling access, for all, to desirable equipment, something that’s currently out of reach at most existing outlets. But more than that Avec wanted to culturally integrate and connect to the ski world with integrity. We worked together on developing creative ways to raise funds for future sustainability and accessibility schemes resulting in the establishment of ‘Avec Auctions’ and the ‘Avec Foundation.’

We workshopped with the Avec team to create ideas on how to effectively position them as the authority on quality ski equipment. The resulting ideas drove the name ‘Avec’ and defined a new angle on their business approach. Curating their brand partners, choosing only progressive, in-demand equipment brands, such as ‘Blackcrow’ and ‘Faction’. (‘Avec X Blackcrow’)

The visual identity needed to amplify the brand pillars of boundlessness and remarkability. The wordmark was crafted to embody the fluidity of skis on the snow, taking reference from the trails they leave on fresh powder. This idea was then expanded to form the ‘Avec trail’ the flexible assets that gives Avec its signature. The ‘Avec trail’ can flex from uniform to boundless, forming a triangular slalom – paying homage to Chamonix the founding place of the brand, or forming a more expressive and looser trail from one point to another – paying homage to the unorthodox ethos of the brand. Creating a timeless, clean, and distinctive identity.