The Challenge
Trail running is rapidly democratising. The discipline is moving closer to cities and opening up to a new generation of runners. EcoTrail needed to harness this shift without diluting its DNA: committed, responsible, and pedagogically accessible trail running. The ambition was to sharpen the positioning and establish EcoTrail as the runner’s natural field of expression—broad enough to welcome new audiences, credible enough to retain the purists.

Concept & Execution
We repositioned EcoTrail around a clear idea: the launchpad for trail running. An expert yet accessible brand that values progression over performance. The slogan ‘Where Trail Begins’ expresses this promise.
Visually, the identity combines a confident typographic logotype, a nature-led palette energised with athletic accents, and a modular graphic system designed to perform seamlessly across physical and digital environments. A contemporary identity for a trail experience that is approachable, progressive, and more responsible.