Mountain Standard
Mountain Standard
An authentically raw graphics kit for a leading local outdoor brand.
Client
Mountain Standard
Services
Lettering, Graphic Design, Illustratio
Credits
Art Direction & Principle Design: Adam Vicarel
About the Project
Mountain Standard is an adventure outfitter selling outdoor apparel, gear and supplies. They hired us to create a flexible graphics kit that would be used across various product applications and marketing tactics. With the use of hand-hewn typography, illustrated landscapes, and animals, the collaboration with Mountain Standard was meant to evoke The Spirit of The Mountains. It was a fun challenge to create approachable, quality work that is simultaneously rough and authentically raw.
See here for a short blog post on the project.
With “Spirit of the Mountains” being the driving concept, what better way to create an approachable-yet-rough series than to finger paint with a campfire-inspired watercolor mixture of bourbon, coffee, and India ink?
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