Ibex Outdoor Clothing
Objective
Ibex set out to reintroduce its brand to a new generation of outdoor enthusiasts, those who value sustainability, performance, and storytelling. The goal wasn’t just to drive sales but to connect with people on a deeper level by sharing the authentic history and philosophy behind the brand. Barretto-Co.’s objective was to uncover what made Ibex different, distill those truths into a compelling brand narrative, and express them with clarity and purpose across all channels.
Scope
Brand Audit & Recommendations
Brand Story & Brand Guidelines
Photography Art Direction
Product Strategy
Packaging
Marketing Collateral
Environmental Graphics
Point-of-Sale/In-Store
The Solution
At the core of every Ibex product is a story of outdoor adventure, of material innovation, and of a commitment to doing better by the planet.
We embraced this narrative in full, guiding Ibex through a brand refresh that honored its legacy while positioning it for future growth.
Our work included a comprehensive brand audit and development of new messaging guidelines rooted in Ibex’s core value: making the best clothing on earth from one of nature’s most sustainable materials: wool. With a focus on Ibex’s use of microfibers, ultra-fine threads one quarter the width of a human hair, we helped differentiate the brand through both storytelling and visual refinement.
From packaging to store displays to seasonal campaign assets, our design system translated the brand’s quiet confidence into a unified, elevated consumer experience.
Impact
Barretto-Co. helped Ibex tell a richer story, one woven from tradition, innovation, and the natural world.
Ibex emerged with a stronger, more cohesive voice: one that resonates with loyal customers and new audiences alike. The updated brand reinforces Ibex’s position as a leader in technical, sustainable apparel.
