Outdoorsy
Identity Design
Branding
Lifestyle
Outdoorsy is an identity and brand design project focused on a Manila-based equipment store.
Year: 2023
Role: Brand Designer
For: Outdoorsy by Certified Calm, Philippines
Design Challenge: Designing a brand identity for a Manila-based equipment store that focuses on creating a playful and accepting environment for the curious explorer.
Impact: Defined primary brand language for the new store. Created primary brand identity and character design for Outdoorsy.
Creating the outdoors for the budding explorer.
How can we create an outdoor brand that speaks to the budding explorers--in each and every one of us?
Outdoorsy by Certified Calm is a small, lifestyle brand based in the Philippines. Its mission is to "make the Great Outdoors softer and happier for the budding explorers that live in each and every one of us."
The project focuses on creating an identity for Outdoorsy, opening the outdoors for all. By positioning itself as a brand for the new explorers, the curious everyday adventurers, Outdoorsy creates a playful and accepting environment for the adventurer. It is a brand dedicated to creating a community-first and function-focused space, without being pushy or exclusionary. It looks at adventure and however that might look like for someone, be it outdoors, or in one's safe haven.
Outdoorsy's Personality
Outdoorsy's brand also had three main personalities. Designs were focused on these traits as well.
Tough & Thorough
Cute & Cheerful
Thoughtful & Accepting
Ideation
Outdoorsy needed a character or an identity for the brand. From the initial brief, I created a mood board and initial sketches that depicted the personality of the brand. It had to be playful, open, and curious. I looked at the image of the picnic basket, cartoonish explorers, and, since Outdoorsy was an equipment brand, I also looked at tools and equipment.
After many iterations and team meetings, Outdoorsy had a new character--based on a picnic basket, they are open to new adventures, are forever curious, and always open to creating spaces for exploring.
Brand Guide
A brand guide was also created for future guidance for Outdoorsy. It included logo
lock-ups, color palettes, type systems, and sizing. These are a few sample pages.
In Action
Find them in Rockwell Powerplant Mall, Metro Manila, Philippines, or in Instagram, @outdoorsy_ph.
