Chlorophylle

Wherever you play

Since 1980, Chlorophylle has been supplying Canadian outdoor enthusiasts with clothing and accessories inspired by our territories. With its sights set on becoming world-renowned for its quality products and socio-environmental awareness, Chlorophylle needed to revamp its identity to better illustrate its mission: to help future generations continue to play outdoors.

Inspired by the sun in Chlorophylle's iconic logo, eternally rising or setting, we created a platform at once dynamic and nostalgic, dedicated to the people passionate enough to enjoy the outdoors from morning to night. The typography takes up space to illustrate the place nature takes in our lives, while the photography showcases the joy of playing outside, at any time and in any weather. Brand copy supports the concept by evoking all the moments and places where we set off to enjoy nature, speaking to a wide range of outdoor fans, wherever they play.

Verbal identity

Our brand voice was built on fun.

All of Chlorophylle's communications had to convey its purpose: to allow future generations to play like its founders always had.

Our voice, at once playful and persevering, became cheerful in all things, but serious about protecting our right to play.

Internally, values like Second Nature, Off The Beaten Path, and Playground as Heritage communicated the importance of passion, inventiveness, and responsibility.