Northwind
A heritage outdoor outfitter, rebuilt for a generation that summits before sunrise — a complete identity system, from logotype to trailhead signage.
Northwind had forty years of trust and a logo that looked like it. The challenge: keep the soul, lose the dust, and build a system that finally feels as capable as the gear.
We started in the archive — old catalogs, topographic maps, the hand-painted trail markers that made the brand famous. From there we drew a new logotype with the same backbone, a flexible grid built on contour lines, and a palette pulled straight off a 6am ridgeline.
The system had to stretch from a 12mm woven label to a 12-metre store wall without ever losing its nerve. Every component — type, icon, motion, photography direction — was built to travel.
Identity system across packaging, labelling and field signage.
Left: recycled-board packaging. Right: contour-grid colour study.
They didn't redesign our brand. They reminded us what it was.
— Dana Reyes, CMO, Northwind