Western Wild
À propos
Western Wild, a consumer brand based in Sisters, Oregon, creates video content and products for the overland community, including unbiased gear reviews to help overlanders choose the best equipment for their adventures. Western Wild’s products will embody this commitment to functionality, using high-quality materials and a utility-focus design to solve practical problems and make camping and travel easier for weekend warriors.
Dylan & Tessa needed help building the overall visual brand and developing the basic brand positioning for Western Wild. They had a logo they were happy with in concept, but not execution. We developed a new visual identity for Western Wild, along with basic values & brand position messaging. Our contribution to the project was guiding copywriting, building the visual identity, and developing a custom display typeface that can be used on future physical products.
Brand values & positioning
Values
Belonging
Champion inclusivity by creating a welcoming environment for the overland community, ensuring that everyone feels valued and included.
Trust
Demonstrate integrity through honest gear reviews and by offering high-quality products that effectively solve real-world problems, fostering reliability and confidence.
Nostalogia
Cultivate a deep connection by inspiring nostalgia for past adventures and sparking a sense of wanderlust for future journeys, emphasizing the value of memorable experiences.
Positioning
Western Wild is entering a market with numerous solutions for long-term vehicle-based travel but has identified a gap for products tailored specifically to weekend overlanders and dispersed campers. By developing bags and gear that address the unique needs of working individuals who prioritize short 2–4 day trips, Western Wild is catering to an underserved segment within the overlanding space.
These weekend adventurers are typically working-class individuals drawn to the rugged lifestyle of road travel. The design approach will be refined yet evocative of adventure and backcountry experiences, with a strong, bold aesthetic that resonates broadly. While this style aims to attract younger, semi-affluent men who invest in “truck stuff,” the visual brand remains inclusive and welcomes all demographics.
Integrating a design style similar to REI into the overlanding world presents a novel approach that has not been fully explored. This strategy offers a compelling way to connect with a diverse audience venturing into the backcountry, including those who may not be drawn to the extreme hyper-masculine branding prevalent in current options.
Competitors & brand inspiration
Adjacent brands in the overland space
Step 22
Step 22 is a high-quality bag and storage company positioned in the overlanding space, setting strong industry standards. Their visual brand has a distinctly masculine tone, which seems to resonate with the ‘bro-verlander’ demographic.”
Last US Bag
Last US Bag is another top-tier company offering durable bags and innovative storage solutions tailored for the overland traveler.
Two brand inspirations
Filson
Filson is a premium brand known for producing high-quality clothing and gear for the everyday outdoorsman. While their products are crafted with exceptional materials and durability, reflecting a higher price point, they remain accessible and practical for those seeking reliable gear for their outdoor adventures.
Fjällräven
Fjällräven strikes the perfect balance between a lifestyle brand and a maker of rugged, high-quality outdoor gear.
Moving Forward
With a clear understanding of who Western Wild is, their target audience, and what sets them apart in the overland space, our next step was to translate that into a visual identity.
Our starting point was the previously created logo that represented a solid concept; showing sky, earth, and water within the three segments of the logo. We suggested developing a slightly softer, more organic icon along with custom typography that conveys a sense of purposeful craftsmanship. The ‘WW’ motif in the icon has been made subtly less direct while remaining recognizable, adding a level of abstraction that enhances its uniqueness as a brand mark.
Below you'll see some select sketches from the design process, as well as the visuals built for Western Wild.
Color, Typography, & Motifs
We built a limited character set typeface for the western wild logotype. The full typeface is still in development. We also developed a flexible pattern that can be applied to many different assets for Western WIld.
Brand Application
Dylan & Tessa are still in the early stages of developing their hero product for launch, so we're still in a "more to come" kind of situation. Currently, they are focused on building a brand through gear review videos and camping content over on Youtube, so we've collaborated to develop some potential looks for brand merchandise like t-shirts, patches, hats, and stickers.
