Artika Branding

PROJECT Design and market a new product offering that utilizes futuristic technology as an extension of an existing brand.

CONCEPT The name “Artika” is a play on the word “Arctic”, which is derived from the Greek word “arktikos”. A red-orange was chosen for it’s ability to communicate warmth and action, and an icy blue adds contrast as a secondary color. Black and white images subconsciously communicate the effect a cold, gray day has on muting the colors of the world around us. Marketing is directed at avid winter sports enthusiasts, and to those early adopters, who just want to own the latest, coolest technology as soon as it is available.  

The jacket heating element is controlled via the app. Since the users will be active in cold climates, it was important for the interface to be quick and simple to use, so they can get their hands back in their gloves and get back to what they were doing. The app would of course also link to the Nike mobile website and sync with the users Nike+ app account.