Repo renewed its brand to meet growing demand

"Now we look like what we really are," says Repo CEO Timo Rissanen.

Kuopio-based Repo, a hunting clothing specialist, has revamped its look and website. The change emphasizes the company's authentic feel for wilderness travel while deepening its role as an expert in rugged hunting clothing.

"Clothes must last in all weathers. This idea remains, even though the brand was refined," Rissanen says.

Realistic and rough look

The redesign brought with it a rougher logo, a smokier color scheme, and authentic images of the staff and their hunting buddies. The company's communications have also remained the hunters' own voice – honest, even if at times rough.

"It would be artificial to separate public communication from how we speak to each other and directly to our customers," laughs Rissanen. "Now our own style is also reflected on our website."

"Repo is enough" – the name becomes clearer

As a brand name, Repo has distanced itself from the word "extreme." However, the word will live on as the X-label, which distinguishes products intended for particularly demanding conditions.

"X-label distinguishes clothing suitable for professional users and those who travel in demanding conditions," explains Rissanen.

Looking to the future

Repo's primary goal is for every Finnish hunter to have their clothing on. World conquest is not yet this year's thing, although the hunters' jungle drum has already sounded as far as North America and Saudi Arabia.

"The conquest of Finland is still in progress, but the direction looks good," Rissanen sums up with satisfaction.

Aiming for internationalization

The implemented brand renewal is part of Repo Extreme Oy's ''Repo Export - international growth'' project, which has been granted a state business development grant. The project involves a market survey related to internationalization and brand development work. This is a project that improves the company's long-term competitiveness.