Building an Outdoor Lifestyle Brand
Brand Identity | Logo Design | Naming & Messaging | Product Design
GRITT has more meaning than rooftop tents, paddleboards and making a profit. The brand ethos is about life, freedom and having a passion to help as many people who have been through, or struggling with, mental health related issues.
Working closely with founders George and Callum, we finally landed on the name GRITT Outdoors through my brand strategy and discovery sessions. We also worked on-brand messaging, the direction the brand wanted to navigate to and the perception we wanted to create. They wanted to create a community at the heart of the business and express their passion for the outdoors. Working with a number of options, 'Explore The Unseen' was the brand slogan selected. This drove the spirit of the brand position, identity and messaging.
Two friends from school went their separate ways, then after a ten year gap, were reunited through mental health issues and a simple phone call. George and Callum have set out to create a brand to do better, forging a community around mental health and the importance of just a chat.
Their store doesn't just exist to sell products, it's a communal area for everyone and anyone to stop for a chat. It's a place to escape if things might be getting too much. It's somewhere to go for a second opinion on any situation in life, or even just simple things like your choice of vehicle or board.
Explore The Unseen
The lads contacted me to create a brand identity that represented everything they envisioned. After a facilitated discovery and brand strategy session, we mapped the vision and meaning behind why the brand should exist.
What makes GRITT special is the aspiration to inspire, to do better for mental health and highlight the importance of a simple chat or checking in with your friends, around the campfire or just over the phone. With triggering brand callouts and making sure that the logo worked on pretty much anything (you sure have tested that lads), we created a brand to launch into the outdoor and camping market with a bang.
Come next summer, the team plan to continue the monthly campouts around the UK and launch the 4x4 and SUP tours.
Together we worked on; naming, messaging, product design and full brand identity. The pleasure has been all mine lads. I loved being involved in bringing this one to life and I'm excited to see how you make this a great success.
Bringing the Brand to Life
Working with the team at GRITT, we worked on capturing the products in action, the community building around the brand and the epic locations that the boys find themselves in, through photography and videography.
FILL YOUR LIFE WITH ADVENTURE, NOT THINGS.
HAVE STORIES TO TELL NOT STUFF TO SHOW
Describe your image
Describe your image
Describe your image
GRITT Explorer 2021 10’6″ Inflatable SUP Board
Paddle board product design. The GRITT Explorer is the brands first SUP board with more bespoke designs and different types of bourds to come in the future.
Logo Design Pack for Social and Apparel Range
I also created a number of graphic elements and logo lockups to work across social media layouts and for the team to build the apparel range.
As a start up business we wanted to make an impact for our brand from the get go. We contacted Danny and his portfolio of work really stood out. He created the exact visual style we wanted and how we wanted to be perceived. Clean, modern, personal and professional, but with big impact.
After an in-depth strategy session, Danny crafted a visual direction that just made sense for us personally and the business as a whole. He really brought everything to the table. The way he presented his work to us was incomparable, a whole brand came to life in front of us and the whole process, was so simple, yet so perfect.
We honestly wouldn’t be the brand we are today without Danny, and every step of our journey will now have Danny as part of it, as we continue to work together in the future.