Mountain Hardwear
Role
Research & Insights
Positioning
Team
Kasia Barrett / Strategy
Justin Au / Design
Andrea Trabuco-Campos / Design
Suyoung Yang / Design
Zoe Lin / Design
John Choi / Motion
Studio
Gretel
Founded in 1993 by industry trailblazers, Mountain Hardwear quickly gained traction among outdoor enthusiasts. After a transformative four year journey, the brand was ready to refresh its positioning and modernize its identity.
We partnered with Mountain Hardwear to craft a brand strategy anchored in a revitalized purpose and distinctive tone of voice. This evolution featured a refreshed logo, new art direction, an updated color palette, and a custom typographic family inspired by the brand’s iconic geometric elements.
Central to our strategy is the tension between experience and excitement. Embracing the internal mantra of being “old enough to know better, young enough to do it anyway,” we distilled this into the idea of “Wild & Wise.” This concept shaped our approach to voice, tone, and design, ultimately driving the purpose to ‘seek wilder paths’—a call to adventure for outdoor enthusiasts everywhere.
