Josef Liebhart founded SALEWA in Munich in 1935. During the war, the company produced several leather and textile articles, but also the first rucksacks with steel tubes in the back and ski sticks in hazel tree.

 

In 2005, Salewa consulted us to find colors or visual that would identify clearly Salewa ice axes and cramps in a store in the middle of its competitors.

 

Our missions: concept research and product design.

 

Among the constraints we had, it was necessary to avoid numerous colors already adopted on the market. We have worked on colors but were not satisfied with the difference given among competitor, even if the looking were interesting.

We wanted something stronger …

 

Rather quickly, Lionel had the idea to use the eagle concept, (strong element of the Salewa's logo), into the products design.

We shown this concept to Stefan Tschager (head product manager) and he was totaly convinced by this option and Salewa selected our proposals at once.

Eagle head for ice axes and eagle feet for cramps...

 

The final results are very strong and perfectly matches Salewa's identity, and demand to give a fresh and unique identity to their products in sport shops display.