Systems Studio builds a standout rebrand for Pertex, weaving technical precision into storytelling

The outdoor category has experienced a cultural shift, gaining renewed relevance due to its customers’ desires for non-digital, authentic experiences. Outdoor brands are expanding into mainstream markets, balancing specificity and sincerity with broader appeal. However, the category is in a state of uneven development, with some brands adapting to new end-user needs while others maintain traditional approaches. Within this space, ‘ingredient brands’ (suppliers of technical fabrics and components) have largely failed to adapt their brand expressions to meet new end-user expectations. According to London-based design practice Systems Studio, these brands have long followed a B2B communication model, limiting their ability to showcase their unique personality and connect authentically with audiences. “Adhering to this norm was holding Pertex back,” says Strategic Director Peter Kapos about the category-leading producer of performance fabrics. “It prevented the brand from surfacing its distinctive character, its culture, heritage and R&D approach.” Sparked by these insights, the practice worked with Pertex on a rebrand, shifting the company’s B2B expression to a B2C one. The project included a new visual identity balancing technical precision with storytelling, custom typography, and innovative illustrations to communicate product features.