Melin created the premium headwear category, but as the market matured and competition grew, the brand needed to sharpen its story and solidify its leadership. Our task was to help Melin evolve beyond a product-driven narrative into a brand with lasting emotional and cultural relevance.

We began with a full audit and discovery process, leading to a new brand framework that redefined Melin’s purpose, mission, and promise. We gave deeper meaning to their long-held mantra, "Have More Fun," transforming it from a casual phrase into a powerful philosophy about inspiring people to do more of what they love. We also built out their corporate values, ensuring internal alignment and a stronger cultural foundation for future growth.

In addition, we researched and developed a distinct positioning for Melin’s new women’s line—establishing a clear identity and opportunity within the premium active lifestyle category. The result: a more focused, emotionally resonant, and future-proof Melin, ready to defend and expand its leadership in the premium headwear space.