From the business point of view, KOSMOS is mainly a distributor of the Burton brand. Strategically we analysed two approaches – one that reflects the communication strategy represented by Burton. The other was based on continuing and developing the KOSMOS brand.
The first approach would mean creating a less recognizable brand and promoting Burton to much larger extent.
The main risk connected with this approach would be weakening the brand and possible loss of Customers for the benefit of other distributors (higher vulnerability to price wars), possible decreased number of returning Customers and low possibility to stimulate sales based on loyalty to the KOSMOS brand.
An alternative strategic approach was to create a distinctive brand drawing on the current recognisability of KOSMOS. The new brand should join other well-known brands in creating trends in the snowboarding and streetwear business.
The idea was for the visual ID to project a more uncompromising image, to which the Customers, for whom Burton is a manifestation of a certain lifestyle, could aspire. In this way KOSMOS is supposed to reinforce its position amongst snowboarders by associations with what it used to be in the 2000s for the skateboarding culture.
kosmos / mikrokosmos
matter / nature
The new KOSMOS draws on niche snowboarding and lifestyle brands both in its visual ID and the e-commerce shop design. Using simple typography, the crown from the previous logo, usage of textures and „outdoor” material was combined with a pragmatic, almost raw, layout of elements of the shop interface drawing on brutalist websites.