• AK Skis

      DESIGN
      Brand Design

      Challenge

       

      AK Skis is a boutique ski producer in Switzerland geared towards making only the best of racing skis. Founded by Aldo Kuonen (AK), the brand has a cult following in Switzerland, with an artificially limited production run and die-hard enthusiasts. Following Aldo's passing away, reins to the family business passed on to the second generation. After years of neglect, the brand website is no longer up to times, nor does it accurately reflect the brand attitude or positioning. Studio Baeriswy’s Zurich office was thus asked to design a new website to take the brand into the future.

       

      Solution

       

      The resulting website reflects various core values of the brand: performance, understatement, and family. A monochromatic palette conveys sophistication, and sets off historical imagery from the brand's archives. Tone of voice is consciously personal, to reflect the brand's identity as a family-owned business, and as a testament to Aldo's singular passion and vision. Following relaunch, response has been overwhelmingly positive, with older clients moved by this homage to Aldo, and younger customers seeing a sophisticated cult brand brought into the future. A markedly different website for a remarkably different brand.

      Solution

       

      The resulting website reflects various core values of the brand: performance, understatement, and family. A monochromatic palette conveys sophistication, and sets off historical imagery from the brand's archives. Tone of voice is consciously personal, to reflect the brand's identity as a family-owned business, and as a testament to Aldo's singular passion and vision. Following relaunch, response has been overwhelmingly positive, with older clients moved by this homage to Aldo, and younger customers seeing a sophisticated cult brand brought into the future. A markedly different website for a remarkably different brand.

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