The brand identity system was built around a carefully curated color palette that captures the essence of the outdoor experience – rich ochres reminiscent of golden hour, deep navy blues echoing dawn hunts, and warm eggshell tones providing subtle contrast. The primary typeface features rounded serifs that evoke vintage letterpress printing, while the supporting typography maintains a bold yet approachable character. This thoughtful combination of elements creates a cohesive visual language that speaks directly to the target audience of dedicated hunters and outdoor enthusiasts aged 25-55. Beyond the core identity, I extended the brand system to a collection of merchandise designs including hoodies, hats, and t-shirts that outdoor enthusiasts would be proud to wear both in the field and in their daily lives. Each piece was carefully considered to ensure durability and functionality while maintaining the brand's distinctive aesthetic.