The Line 7 brand has been synonymous with sailing and boating, but the rugged technical garments are also trusted workwear for farmers. Line 7’s owners, Charles Parson’s Ltd, briefed us to develop the brand for its rural product range. The aim was to reconnect with the rural sector by showing the brand’s authentic mix of honesty and technicality.
Topographic elements and weather pattern graphics were used as the visual base for the range along with rich, honest photography—shot in wild weather with real farmers at work on their land. The promotional material is framed within grids that reflect the rural tapestry of paddock grids. The Terrain range is made up of 10 product-categories, with names like High Country, Valley, Territory, Forest and Aqua Dairy, so the products are easily matched with the jobs they are suited for. The promotional material reinforces the garments as functional, rugged and trustworthy with an element of style.
“Our ambition is to become New Zealand’s leading rural apparel brand, connecting with the rural community and producing garments that will help them work better. The branding that iceberg created not only shows that we are technically credible but also forward-thinking and constantly trying to improve.
—
Greg Miller
General Manager, Line 7„
