Peak Performance
    Pushing fashion-meets-function to greater heights

    From the Swedish ski resort of Åre, Peak Performance has taken its brand of functional but fetching high-tech ski and sportswear to more than 25 countries. Our part in its sharp ascent was to revitalise the brand with an entirely new identity in 2008. We captured its down-to-earth, uncomplicated character with a new, matter-of-fact wordmark in a traditional serif typeface and its dedication to performance and technology with a more abstract, high-tech monogram. The geometric, planar ‘P’ also hints at a question mark, as if to ask, ‘Was that really your peak performance? Can’t you do better?’ Our work in applying the new identity extended to the chain’s stores, its products and packaging, bags and signing, right down to details such as buttons, hang tags and zip holders.