Mountain Hardwear

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 and distinctive tone of voice. 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.

Mountain Hardwear’s revenue grew nearly 7% year-over-year in 2024 following the rebrand.

Role
Research & Insights 
Positioning
 
Team
Kasia Barrett / Strategy 
Justin Au / Design 
Andrea Trabuco-Campos / Design 
Suyoung Yang / Design 
Zoe Lin / Design 
William Rauscher / Copy
John Choi / Motion 

Studio
Gretel