Hele Outdoors Brand

Hele Outdoors Brand Development

Forging a Path to Outdoor Authenticity

Overview

BACKGROUND

Hele Outdoors, inspired by the founder's Hawaiian roots and passion for the outdoors, was born from a fundamental desire—to break down barriers to outdoor exploration. Rooted in personal experiences, the brand seeks to simplify outdoor adventures for everyone.

ROLE

Lead Designer.

TEAM

Our dynamic team comprised the founder of Hele Outdoors and myself, collaborating closely to ensure alignment with the brand's vision and values.

TIMELINE

December 2023 - January 2024.

AUDIENCE

Our target demographic, aged 23-35 in North America, seeks solace in nature amidst their busy lives. They aspire to a DIY lifestyle but often lack the tools and expertise, making them ideal candidates for Hele Outdoors' offerings.

PROBLEM

Hele Outdoors sought to carve out a distinct visual identity in a crowded market, one that authentically embodies our values of accessibility and heritage.

GOAL

We aimed to create a visual identity that embodies Hele Outdoors and connects with our audience. This included logo design, defining colors and typography, and establishing brand guidelines.

IMPACTFUL OUTCOME

Within just one week, our Instagram followers have increased by 53%, marking a notable rise in brand recognition and engagement.

Understanding the Challenge

Navigating the complexities of brand identity amidst a saturated market posed a significant challenge. Incorporating elements that honored both outdoor adventure and Hawaii's essence required thoughtful balance and creativity.

User Centric Exploration

UNDERSTANDING OUTDOOR ENTHUSIAST

The Outdoor Industry Association researched Americans engaged in outdoor recreation, revealing a robust and growing participation base of 164.2 million individuals in 2021. Among the top five activities were running, hiking, fishing, biking, and camping

ENGAGING THE COMMUNITY

Throughout the design process, user feedback was paramount. We engaged our audience at every step, incorporating their insights to refine our logo and ensure it resonated authentically.

Process
Moodboard
Logo Inspiration
Logo Development

COMPREHENSIVE MOODBOARD

The result is a comprehensive moodboard that harmonizes visual elements, typography, and branding to encapsulate the soul of Hele Outdoors. Each component reflects strategic thinking and intentional design, setting the stage for a brand that inspires and empowers outdoor enthusiasts worldwide.

LOGO INSPIRATION

EARLY DESIGNS

The logo underwent multiple iterations based on feedback from stakeholders and audience members, aiming for the perfect blend of symbolism, aesthetics, and brand messaging.

ENGAGING THE COMMUNITY

Surveys were conducted to gather user feedback, shaping the logo's evolution to resonate authentically with the community. Throughout the design process, engaging our audience and incorporating their insights was paramount. By involving them at every step, we refined our logo to ensure it genuinely reflected their preferences.

Final Designs

After numerous iterations, feedback, and testing, we proudly crafted a logo that truly embodies our Hawaiian roots and the adventurous spirit of Hele Outdoors. Our emblem logo, while familiar within the outdoor industry, brings a unique relevance to our audience. The silhouette mountain pays homage to Hawaii, echoing the iconic Diamond Head on Oahu. The path leading to this peak signifies Hele Outdoors as your trusted guide to the unknown wonders of nature. Whether it's a breathtaking sunrise or a tranquil sunset, we are here to accompany you on every adventure.

BOLD TYPOGRAPHY AND NATURAL TONES

Hele Outdoors' visual identity is a bold representation of adventure and exploration. With clean typography in Montserrat Alternative font and natural tones inspired by the outdoors, our visuals evoke the beauty of nature. Through adventure photography and subtle DIY aesthetics, we personalize outdoor experiences, reflecting our brand's commitment to authenticity and connection.

Impactful Outcome

ACCELERATING BRAND AWARENESS

Early on in our journey, Hele Outdoors has made significant strides. Within just one week, our Instagram followers have increased by 53%, marking a notable rise in brand recognition and engagement. This initial achievement paves the way for further growth and influence within the outdoor community.

Insights and Learnings

DESIGN PROCESS INSIGHTS

As I embarked on building the brand identity for Hele Outdoors, I discovered the importance of immersing myself in its ethos and values to ensure seamless translation across various mediums.

USER BEHAVIOR DISCOVERIES

Understanding how design resonates with the audience highlighted the effectiveness of visual communication in driving engagement.

CONTINUOUS LEARNING

Starting from scratch with a new brand emphasized the importance of maintaining a curious and adaptable mindset.