Maddle — Creating the new era of paddleboards
Client:
Maddle
Brand Identity
Campaign
Maddle — Creating the new era of paddleboards
Client:
Maddle
Brand Identity
Campaign
About the project
In a sector historically defined by utilitarian products and rigid performance gear, we identified a clear opportunity to disrupt the norm. We developed a brand identity for Maddle built on radical distinction. Moving away from the purely functional, we created something unapologetically fun, visually vibrant, and instantly identifiable. Our goal was to transform the paddleboard from a simple piece of equipment into a central artifact of social connection and lifestyle expression.
In a sector historically defined by utilitarian products and rigid performance gear, we identified a clear opportunity to disrupt the norm. We developed a brand identity for Maddle built on radical distinction. Moving away from the purely functional, we created something unapologetically fun, visually vibrant, and instantly identifiable. Our goal was to transform the paddleboard from a simple piece of equipment into a central artifact of social connection and lifestyle expression.
In a sector historically defined by utilitarian products and rigid performance gear, we identified a clear opportunity to disrupt the norm. We developed a brand identity for Maddle built on radical distinction. Moving away from the purely functional, we created something unapologetically fun, visually vibrant, and instantly identifiable. Our goal was to transform the paddleboard from a simple piece of equipment into a central artifact of social connection and lifestyle expression.
THE APPROACH
We established a visual and verbal identity anchored in three core pillars: Contemporary, Casual, and Creative. To bring this kindred spirit ethos to life, we treated the product itself as a canvas and oversaw the creation of 24 unique designs and artist collaborations. By prioritizing bold aesthetics and an approachable voice free of technical jargon, we ensured every touchpoint felt accessible and stylistically cohesive.
We established a visual and verbal identity anchored in three core pillars: Contemporary, Casual, and Creative. To bring this kindred spirit ethos to life, we treated the product itself as a canvas and oversaw the creation of 24 unique designs and artist collaborations. By prioritizing bold aesthetics and an approachable voice free of technical jargon, we ensured every touchpoint felt accessible and stylistically cohesive.
We established a visual and verbal identity anchored in three core pillars: Contemporary, Casual, and Creative. To bring this kindred spirit ethos to life, we treated the product itself as a canvas and oversaw the creation of 24 unique designs and artist collaborations. By prioritizing bold aesthetics and an approachable voice free of technical jargon, we ensured every touchpoint felt accessible and stylistically cohesive.
The Result
The resulting brand ecosystem successfully positioned Maddle not merely as a manufacturer but as the architect of a community. The launch established a vibrant collective of Maddlers, where the strong visual signature and the brand’s colorful, inclusive energy turned the product into a recognizable icon of summer leisure. Proud to be seen with their boards, Maddlers share photos with their paddleboards across social media, reinforcing a sense of community and generating organic visibility for the brand.
The resulting brand ecosystem successfully positioned Maddle not merely as a manufacturer but as the architect of a community. The launch established a vibrant collective of Maddlers, where the strong visual signature and the brand’s colorful, inclusive energy turned the product into a recognizable icon of summer leisure. Proud to be seen with their boards, Maddlers share photos with their paddleboards across social media, reinforcing a sense of community and generating organic visibility for the brand.
The resulting brand ecosystem successfully positioned Maddle not merely as a manufacturer but as the architect of a community. The launch established a vibrant collective of Maddlers, where the strong visual signature and the brand’s colorful, inclusive energy turned the product into a recognizable icon of summer leisure. Proud to be seen with their boards, Maddlers share photos with their paddleboards across social media, reinforcing a sense of community and generating organic visibility for the brand.
Creative Direction
:
Art Direction
:
Production
:
Account Director
:
Paul Barbin
Antoine Énault
Sud-Ouest Productions
Tai Phan
