cloakridge apparel co.
I took on the challenge of developing a comprehensive visual identity for Cloakridge Apparel Co., a custom camo clothing brand. As a personal project, my goal was to create a unique brand that would stand out in the crowded hunting apparel market. I designed a logo, a complete visual identity, and various packaging pieces for a new line of custom apparel. The project's main objective was to strike a balance between the functional requirements of camouflage and a fun, unique brand personality.
CONCEPT
The main challenge was creating a brand that felt both functional for hunting and fun for everyday wear. Traditional camo brands often rely on a rugged, serious aesthetic, which can be limiting. To solve this, I blended two distinct ideas. The jackalope, a fictional and whimsical creature, brings a playful energy to the brand. This is balanced by a grounded color palette that features earthy tones to reinforce the "hiding-in-plain-site" quality of camouflage. The thick, sans-serif font was chosen to give the brand a sturdy and reliable feel, building trust with the customer.
amplify
Standard apparel packaging often lacks personality and can feel generic. My goal was to extend the brand's unique identity to the physical products themselves, creating a memorable unboxing experience. I designed packaging pieces that incorporated the brand's new visual identity. By using the jackalope logo and the earthy color palette on everything from tags to bags, I ensured that every touchpoint with the brand felt intentional and special. This approach helps the brand stand out on a shelf and delights customers when they receive their order.
