HILLTOP has been the leading brand of functional clothing in Taiwan for more than 30 years and is dedicated to creating functional wear that meets consumer needs and suits different weather conditions. During the rebranding process, it reviewed the needs of the younger generation who values outdoor sports and urban leisure activities equally. It seeks to move closer to the urban population while continuing to focus on developing high quality outdoor functional wear and products, hoping to help consumers "RECONNECT WITH NATURE" and enjoy a balanced lifestyle between city and nature.

With a more refined symbol, the new brand identity embodies the concept of "a bird fearlessly bracing for winds and rain on the hilltop." It aims to achieve brand rejuvenation while solving the problem of poor recognizability in product design, store image and digital carrier caused by the complicated old design. Introducing the dirty blue color has allowed the orange color to pop and has brought depth to the new design. A complete set of infographics has been developed to illustrate and communicate the advanced functions of the brand’s outdoor lineup.

Cizoo guided the client to rebrand in two stages. The aim of stage one was to transform the image of the new Xinyi store with new interior design and identity. This has been achieved by analyzing and integrating the store’s circulation planning, merchandise display system, marketing communication points and props, and the image of its seasonal catalogs. Stage two focused on developing new product accessories and packaging design system. With the new product accessory design, we have successfully answered to the application needs of combining various materials and sizes together. The redefined strategy allowed us to come up with a new packaging design plan to accommodate the brand’s “original products" and "curated products.”