Purpose:
Craft a bold, approachable identity that removes barriers to outdoor exploration — beginning with The Hele Box, a curated gear kit designed for both first-time and returning adventurers.
Outcomes:
The brand launch led to a 2× increase in Instagram followers within the first week, signaling immediate resonance. The identity system, grounded in user research and cultural alignment, connected deeply with a diverse outdoor community. It now serves as a scalable foundation.
Hele Outdoors was created to make the outdoors more accessible — starting with The Hele Box, a curated gear kit for everyday explorers. I was brought on to design a brand identity that felt grounded, bold, and human — something that invited people in, not kept them out.
The challenge: stand out in a rugged, legacy-dominated space while staying soft, inclusive, and real. We were speaking to first-time campers, BIPOC adventurers, and sustainability-driven folks — people who loved nature but didn’t always feel welcome in outdoor spaces. What they craved wasn’t just gear. They wanted to feel invited, seen, and safe — without needing to prove they belonged.
I started by listening. Through brand workshops and user feedback sessions, we identified three core pillars: Adventure-Ready, Approachable, and Authentic. These values guided every decision — the brand had to feel bold, warm, and real.
The logo explored natural symbols like trails, sunrises, and landscapes. The final mark combined Diamond Head, a rising sun, and a path — a visual guide toward discovery. Earthy greens, ocean blues, and sun-warmed browns grounded the palette. Rounded sans-serif typography balanced strength with softness, and subtle trail-inspired patterns added depth.
We tested the system with users early. Their feedback led to stronger contrast, simpler logo details, and cleaner type for small labels and screens. Every refinement made the brand clearer, more usable, and more human.
The new Hele Outdoors brand launched in March 2024 with immediate traction. Instagram followers doubled within the first week, and both the founder and community shared how the visuals made the brand finally “feel like an invitation.” The brand now has a strong foundation as it expands into apparel and interactive digital tools for trip planning and community engagement.
This project reminded me that design isn’t just about how something looks — it’s about how it feels to approach. As a designer, I bring systems thinking, creative intuition, and emotional clarity to every brand I help build. This one was especially personal. Hele means “to go” in Hawaiian, and through this identity, I wanted to create more than a logo — I wanted to create a visual experience that helped more people feel safe, supported, and inspired to begin.
