Mainers
Maine-based Tempshield has spent decades making extreme cold-temperature gloves for the US military, NATO and NASA. With an opportunity to bring their expertise to the highly competitive outdoor performance gear space, they needed to build a new brand that was up to the task.
My Role: Strategy Director, Naming & Copywriting lead
Agency: Kaleidoscope
Design Director: Jen Popa
Brand Positioning & Naming
Mapping a path to the top
After deep immersion into the performance glove category, we developed a clear positioning strategy to set the brand apart: Gloves for the most extreme cold, wherever you may find it.
A name to rally around
Inspired by their home state of Maine and its resilient people, the “Mainers” brand name became the simple, memorable and authentic foundation to build from.
