Unleashing FRDM, the Brand

FRDM is a lifestyle glove brand that caters to outdoor enthusiasts who always need quick access to their hands and fingers. Album was brought in at the very beginning to develop the strategic brand platform and visual identity for the new brand — along with a unique and cool name that would appeal to their target audience. After a thorough process, we ultimately selected the name “FRDM” as it aligned perfectly with the needs of their audience, as well as the brand’s promise: to provide maximum accessibility to your hands with style, protection and warmth.

The foundation of the identity is an inverted logo with an “F” icon and text that is always knocked out to allow the background to show through. When overlaid on lifestyle photography, the color, feeling, and emotion provided by the photos are experienced through the lens of the “FRDM” logo or “F” icon.

A style guide was produced outlining the full identity system, including brand colors, fonts, textures, and photographic style.  Next up: full launch of the FRDM brand. Early launch initiatives include a Kickstarter campaign, e-commerce website, video, packaging, social media, and much more.