The Challenge
The challenge was to design a brand and digital experience that captured this depth without feeling over-designed or overly conceptual. Visually, the brand needed to reflect the contrast between city grit and countryside calm. Functionally, the website had to support limited-edition drops, while offering a smooth, high-conversion shopping experience—especially on mobile, where the core audience spends most of their time. It was essential to create something that felt both culturally relevant and emotionally resonant, balancing boldness with restraint.
Ou Approach
We approached the project by rooting everything in storytelling, starting with the founder’s own lived experience across rural towns, suburban pockets, and urban cores. Rather than following design trends, we built the brand identity from a place of authenticity—crafting a logo, typography system, and color palette that felt equally at home on a trailhead sign as it would on a downtown wall. For the website, we designed a modular, drop-focused Shopify theme that could evolve with each new capsule collection, blending editorial layout styles with intuitive product navigation. We prioritized mobile-first design, ensuring fast load times, smooth interactions, and minimal friction at checkout.