Amble is an Australian outdoors clothing brand committed to sustainability; recycling post consumer bottles into fabrics and planting trees for every order.
Melbourne-based brand creation agency Date Of Birth, who were commissioned to overhaul the brand, write about the project:
Originally Team Timbuktu, Amble came to us in need of a brand evolution, and do a little growing up to create a brand that better reflects their values and position today. They wanted a new name to reflect who they are. To wander, to mosey, to amble along, without any pressure of performance. Reflecting a concept of leisurely movement, indicative of recreation was the perfect fit — rather than the ‘quicker, faster, stronger’ hectic vibe a lot of other companies go for. The branding reflected this perfectly, creating the feeling of movement and stillness at the same time.
Queens by Kilotype is used in the logo with an italic l positioned dynamically in an otherwise upright word. It is also used as some of the larger type where it often functions as a form of emphasis alongside Neue Montreal by Pangram Pangram.
As part of the brand update, Date Of Birth created new packaging, a website, swing tags, flyers, beanies, jumpers, tote bags, drink bottles, posters, and promotional graphics.