Client
Meqqusaalik
Task
Outdoor Protection
Outdoor brand from Greenland combines history with technology
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 feathered coat, capable of protecting people from evil and storms. A brand with a significant spiritual narrative that had not yet been fully realized. It was time to bring the spirit of Meqqusaalik back to life.
The myth comes alive
An identity began to take shape. A new logo was born in the form of Meqqusaalik’s face – smiling and friendly. With feather-like, protective hands. Inspired by old Inuit masks, tupilaks, and illustrations. Colored by the Greenlandic flag. Like a modern amulet that connects humans with the spirit world and protects against more than meets the eye.