Client
Meqqusaalik
Case
CVI & website
Transforming a private into a modern amulet
Even great stories sometimes need a bit of help to be delivered in the best possible way. Meqqusaalik is one of those. It is the story of turning a private label into a brand that creates pride and a connection with the target group by activating the unique Greenlandic identity and history.
Created by Greenlanders for Greenlanders
Meqqusaalik outdoor clothing has been developed especially for the wild Greenlandic nature and tough everyday life. It's been tested by local hunters and fishermen and designed to protect against whatever you meet out there. Meqqusaalik can be purchased all over Greenland - from the biggest cities to the smallest villages.
Can a brand connect humans with the spirit world?
Meqqusaalik outdoor clothing has been developed especially for the wild Greenlandic nature and tough everyday life. It’s been tested by local hunters and fishermen and designed to protect against whatever you meet out there. Meqqusaalik can be purchased all over Greenland – from the biggest cities to the smallest villages.
Can a brand connect humans with the spirit world?
Meqqusaalik is the first Greenlandic outdoor brand designed by Greenlanders for Greenlanders. Named after an ancient helping spirit with a magical plumage that protected people from evil and storms. A brand with a spiritual narrative. It was time to bring the spirit of Meqqusaalik to life
Myten vækkes til live
An identity began to emerge. A new logo was born in the shape of Meqqusaalik’s face – smiling and friendly, with feather-like, protective hands and inspired by old Inuit masks and illustrations and the colors of the Greenlandic flag. A modern amulet that connects man with the spiritual world and protects against more than meets the eye.
Pride and brand identity create sales
So, what happens when you add insights, storytelling, local history and culture to a brand?
The Greenlandic people has warmly welcomed the new Meqqusaalik outdoor clothing and the collection sold out in just a couple of weeks.