When Line7 was bought out by Australian textile wholesale house Charles Parsons the business decided to reposition itself in the market place as a provider of tough and rugged rural wear.
We used topographic elements and weather pattern graphics as the visual base for the new ranges along with rich, honest, almost gritty photography – shot in wild weather with real farmers at work on their land. The promotional material reinforces the garments as functional, rugged and trustworthy with an element of style. While the design builds on the authentic heritage, it is contemporary, alluding to the technically credible and forward-thinking aspects of the brand.
