1. Creating a Symbol with Meaning

The logo needed to:
• Represent strength and movement
• Be minimal yet recognizable
• Work across multiple applications (print, embroidery, packaging, digital)

The solution was a geometric “M” mark constructed using proportional grids, ensuring balance, scalability, and visual harmony. The triangular structure subtly references mountains, movement, and momentum — aligning with adventure and endurance.

⸻

2. Balancing Performance & Lifestyle

The brand had to sit between:
• Technical functionality
• Urban aesthetic
• Adventure-driven storytelling

To achieve this, the identity combines:
• A clean grotesk typeface (Barlow) for modern clarity
• A monochromatic base palette (white, black, grey)
• A bold accent yellow to communicate energy and impact

The restrained palette reinforces durability and confidence, while the yellow accent introduces vitality and dynamism.

⸻

3. Designing for Real-World Application

A retail brand must live beyond the logo.

The system was developed to function across:
• Product mockups (embroidery on backpacks)
• Lifestyle photography overlays
• Social media content
• Website headers and digital campaigns

The logo’s geometric construction ensures clarity even at small sizes (e.g., stitched applications). The typography supports both bold headlines and functional body copy for product descriptions.