The Brief

Rebrand high-end gear company Marmot, widening their appeal and expanding their target audience to better compete in the fast-growing outdoor industry.

The Solution

Create an edgy yet welcoming brand by focusing on enjoyment rather than achievement while taking visual cues equally from the outdoor and streetwear industries. 

Concept // Key Words


“Determined to get out there” // Determined, Dynamic, Approchable

A logo with enough range to grace anything from a baseball cap to a sleeping bag, and whose lines and curves evoke natural movement and landscapes.

A collage style that stitches together the different landscapes our gear invites you to explore, connected by a continuous visual line.

A “journey line” motif that creates hierarchy by guiding the eye while reinforcing Pyka’s journey > destination ideology.

© Cyrus Hernstadt 2023