AG79

Harmonic brand agency - AG79 branding - kayak

The challege

Following his retirement from sport, Swedish Olympic athlete Anders Gustafsson engaged Harmonica to create a new brand position for his clothing line. Having previously sold apparel at canoe sprint events, he was keen to shift the focus to a more web-based marketplace. Harmonica were tasked with incorporating his sportsperson image, personality and values into a new brand that the target market could aspire to.

Harmonic brand agency - AG79 branding - frame
Harmonic brand agency - AG79 branding - shirt
Harmonic brand agency - AG79 branding - swing tags

The strategy

Through simple, sophisticated and traditional styling, we explored the concept of ‘living in the real world’, or ‘analog living’ as Anders describes it. We developed a new AG79 monogram that focuses on the contrast of analog versus digital. Water and nature were identified as important elements to reference – reflecting both the origins of the brand and the analog aspect of its vision.

The ‘analog living’ ethos was central through all aspects of garment design – from the choice of organic cotton to comfort of the fit. Considering the origins of the brand, it was important AG79 apparel could be worn in the gym, after training, the change room and the local cafe.

Harmonica brand agency - AG79 branding trees
Harmonic brand agency - AG79 branding - shirt
Harmonic brand agency - AG79 branding - shirt
Harmonic brand agency - AG79 branding - web design
Harmonic brand agency - AG79 branding - labels Harmonic brand agency - AG79 branding - labels
Harmonica brand agency - AG79 branding shirt 1

Love it. It looks great. It might sound as I’m extremely easy to please but sadly that’s not the case. Many thanks for your great work – love it!

Anders Gustafsson

AG79

Harmonic brand agency - AG79 branding - hat

Services: Brand identity, brand strategy, apparel design, art direction (photography), web design, print advertising, social media templates

 

Photography: Cory Roberts