Wildly Engineered
— Supreme technicality tested to explore the wild
Founded by a small group of industry iconoclasts in 1993, Mountain Hardwear gained credibility and praise from outdoor enthusiasts everywhere.
On the heels of a four-year journey around new internal alignment, a reenergized product strategy and a desire to connect with a wider audience across more outdoor verticals, Mountain Hardwear was ready to refresh its brand positioning and modernize its identity.
The name Mountain Hardwear inhabits the spirit of people who are passionate about outdoor adventures and well-engineered gear. Marrying the adventurous spirit and responsible, thoughtful craftsmanship of outdoor equipment, we anchored the brand personality in a dynamic tension between wild and wise—resonating with outdoor enthusiasts and athletes alike, and expressed in messaging across five fields of play: camp, climb, mountaineering, trail and alpine sports.
We worked closely with the Mountain Hardwear team to develop a new identity, grounded in a revitalized purpose, positioning and tone of voice, and brought to life with an evolution of the logo, new art direction, brand color, and a custom typographic family that is based on the iconic geometric elements of the Mountain Hardwear nut.
Client: Mountain Hardwear
Agency: Gretel
Year: 2023
Collaborators: Andrea Trabucco-Campos, Cyrus Cumming, Zoe Lin, Suyoung Yang, Alaijah Hampton, John Choi
Type Design: Andrea Trabucco-Campos, SuperContinente
Photography: Mountain Hardwear Brand
Agency: Gretel
Year: 2023
Collaborators: Andrea Trabucco-Campos, Cyrus Cumming, Zoe Lin, Suyoung Yang, Alaijah Hampton, John Choi
Type Design: Andrea Trabucco-Campos, SuperContinente
Photography: Mountain Hardwear Brand