Outside is better
Client
Archgola
scope
Strategy
Identity
Digital
sector
Retail
The Background
For over 25 years, Archgola had been a classic Kiwi company, renowned for building solid, long-lasting canopies. They were the go-to for durable outdoor shelter, a brand people trusted. However, the market, and modern Kiwi lifestyles, had changed. While reasons for purchasing a canopy still related to protection from the elements, the real emotional hook was wanting to enjoy life outdoors. Archgola’s image needed an upgrade to look modern and aspirational —a bit less 'shed' and a bit more 'designer living'. They needed to shift from being just a product seller to a provider of awesome outdoor living solutions, ensuring they could connect with new homeowners and stay competitive.
The Strategy
The entire rebrand pivots around one simple, universal truth: "Outside is better". This is the brand's heartland, the foundation they can always rely on. The goal was to stop just talking about the product and start talking about the lifestyle - the BBQs, the family gatherings, the quiet cuppas under cover. The brand platform aims to elicit feelings of belonging, reassurance, and enjoyment from customers. This strategy is backed up by what makes Archgola the real deal: they offer unparalleled customisation options for a perfect fit, deliver solid performance and longevity to handle NZ’s weather, benefit from a trusted heritage since 1998, and provide a seamless experience through professional installation and support with licensees in 27 regions.
The Solution
The new brand needed a straightforward, confident look and a conversational voice. The logo system balances warmth and precision. The wordmark, "archgola," is the main feature, looking inviting and relaxed while hinting at engineering. The icon is a stylised blue sun, which captures the simple pleasure of being outside, with its curves suggesting a canopy providing shelter. The core colour is Sky Blue, paired with a range of neutrals. The fonts are sorted into a system for clarity and function: the hero Family is for bold headlines, the everyday Value Sans is the workhorse, and the technical RM Mono is used sparingly for specifications and detail, adding a subtle sense of precision. The language is inviting, relatable, and trustworthy. It uses a touch of Kiwi ease and quiet aspiration, with "Entice" messaging focused on the benefits. Instead of being overly formal, they use lines like "Shade that fits" to highlight customisation, "Engineered for all seasons" for performance, and "It's gotta be a 'gola" to reference their heritage. For deeper emotional engagement, they use sensory lines like "Sun sets. Friends chat. Fire crackles. Beer opens".
The Outcome
The entire system - from the sharp logo on the delivery van to the clear messaging in the ads - ensures Archgola is showing up consistently and confidently across all platforms. This rebrand is about making Archgola the clear choice for anyone wanting a functional, stylish extension of their home, transforming the outdoors into a space people love to use. By connecting emotionally and leveraging their history of trust, Archgola is set up to remain the market leader and thrive with the next generation of Kiwi customers.
Credits
Family by Klim Type Foundry
Value Sans by Colophon Foundry
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