Two Hundred Grams

A new identity, launch film and site for an ultralight outdoor label whose only claim is how little its gear weighs.

Client

Norvane

Year

2026

Discipline

Brand

Challenge

Norvane makes jackets that weigh less than a phone. Customers could not feel that in a shop or on a screen, and the brand buried the claim in a footnote. Buyers compared it with heavier names and chose on price.

Approach

We made weight the whole brand. The mark is a single line that lifts at one end. The type is light and wide. The film drops each product onto a scale and lets the number do the talking. We built the site in eleven weeks and handed over the identity guide on launch day.

Outcome

Full-price sales rose 27% in the first season. The launch film reached 3.2 million views without paid support, and the weight scale is now the shop's best-selling display.