Rebranding

When approaching the redesign of the logo, the goal was to honor its original essence while giving it a modern, fresh perspective. Drawing inspiration from the bold, geometric lines of Aztec totem eagles, I reimagined the thunderbird to feel both timeless and dynamic. This slight ruggedness of the logotype contrasts intentionally with the precise lines of the thunderbird, evoking the raw, untamed beauty of the natural world. The juxtaposition of these elements mirrors the brand’s ethos—celebrating the wildness of nature while emphasizing thoughtful and purposeful design.

The result is a logo that bridges the past and present — rooted in the spirit of exploration and the great outdoors while feeling fresh and modern. It’s a celebration of nature, freedom, and the brand’s enduring connection to the wild.