The niche is the new mainstream. We used to live with the idea that those little things we like are so weird we better keep them to ourselves. The communication revolution powered by the internet proved that wrong. We are all weird and that's awesome, being weird isn't just beautiful, it's natural. In a world filled with brands who try to satisfy each and every sport out there, the guys at Freezing Point decided to do what they felt was right and follow their biggest passion: ice climbing. We helped them build their brand identity and strategy.
The name is a word play on the term melting point. Ice is essential for Freezing Point's business, so it’s freezing, not melting that matters. The adventure begins when the temperature drops bellow 0° C.
The logo is a purely literal interpretation of the name – a Freezing Point. It's simple and works great in all scenarios.
Freezing Point is a startup working on a rather limited budget. As always, we try to make that creative constraint work for us. We settled on an extremely minimalist approach from the very beginning, but the packaging and print budgets made us lean toward an even more spartan direction. What if we used a single CMYK channel as a guideline? Sure, we could have dropped a little magenta or yellow in the mix, but going with a single cyan channel allowed the Freezing Point crew to invest in stuff that is more important. Using a single channel eliminates the chance for channel misalignment and, generally, makes things easier when working with a cheaper print house. We liked the 60% C so much we decided to use it for digital components too.
The wordmark is a modified version of Gotham Medium. We normally use heavier weights for our wordmarks, but keeping it lighter and (much) sharper helped portrait the "freezing" notion. It's great working out of your comfort zone.
Minding the limited budget and cold, Scandinavian aesthetics, we restrain ourselves completely. The packaging is based on the natural cardboard color and uses an extremely limited amount of ink.
Minding the limited budget and cold, Scandinavian aesthetics, we restrain ourselves completely. The packaging is based on the natural cardboard color and uses an extremely limited amount of ink. The first boxes and bags featured white prints on blue cardboard/canvas/paper and more information on the packaging itself. We deiced to make the whole thing cheaper by using the materials’ natural colors and a hollow version of the logo and leaving all the details on good old white stickers they put on the back. In the end, we liked the colder, more industrial look better. The raw aesthetic works better with Freezing Point's manifesto.