Breaking new ground
Breaking new ground
Luxury adventure brand Shackleton offers premium performance apparel and accessories. Inspired by polar explorer Sir Ernest Shackleton and supported by his descendants, this intrinsically British brand equips modern pioneers all over the world. Just six months after The Clearing created the new brand identity and positioning, Shackleton was stocked alongside billion-dollar businesses Moncler and Canada Goose in Harvey Nichols. Guaranteeing that this iconic name would continue to inspire great endeavour is one of the most exciting projects our studio has worked on – and seeing explorer Scott Sears wearing the brand and unfurling a Shackleton flag at the South Pole on Christmas Day 2017 was a powerful reminder of the huge potential of this global brand.
The business ambition is to build an internationally renowned, digitally-powered, adventure super-brand. This demanded a forward-thinking attitude rather than a heritage mindset, allowing the brand to come to life practically as well as beautifully. The Clearing positioned the brand within the contemporary luxury market, built around the promise of being ‘truly alive’. Inside the garments, Shackleton’s motto “It’s in our nature to reach out into the unknown” is stitched upon labels, weaving his inspiration into every product.
The Clearing created the positioning, personality and values, bringing them to life in a brand film, merchandise packaging and the website. The nine-pointed star, which we developed into the logo, was Shackleton’s lucky number and is etched upon his gravestone.
The tone of voice is inspirational in attitude, showing discipline and an inner strength that embody his characteristics rather than replicating Shackleton’s words. The product imagery shows people on a mission rather than staged studio photo shoots.
Each aspect of the visual identity builds the legacy, creating a 21st century British brand that will be a leader of its own time.