The Peekaboo plan 

We began by refining the brand identities for Duchinni and Gear Gremlin, tailoring each to its distinct audience. We shaped Duchinni’s image to match the youthful vibrancy of its range, while positioning Gear Gremlin for the established rider looking for characterful, reliable accessories.

Working closely with the Fowlers team, we tackled the challenge of structuring their physical catalogues. For Weise, their largest product line, we developed a clean, cohesive layout that captured the spirit of motoring freedom. We then adapted this framework across the board, ensuring Duchinni kept its energetic edge while Gear Gremlin felt like a clear, accessible one-stop shop. Crucially, we designed a highly intuitive listing system, allowing in-store staff and nationwide suppliers to navigate hundreds of products with ease.

Once the visual language was perfected in print, we brought that success online for both clothing lines. The bespoke new websites seamlessly balance engaging brand storytelling with a user-focused digital catalogue, ensuring every piece of gear is showcased beautifully on any screen.

The results

By giving each wing of the Fowlers portfolio a distinct identity, the new print and digital assets completely transformed how they connect with the market. The beautifully crafted catalogues give their sales teams a premium tool they rely on daily, while the bespoke websites have significantly increased online engagement for both Weise and Duchinni.

What began as a major branding and digital overhaul has naturally evolved into a close, long-term partnership. Today, we continue to act as Fowlers’ trusted creative extension, constantly evolving their visual direction to ensure this historic British institution remains a powerful force in the industry for years to come.