Arctic Mullet
BRAND POSITIONING | CREATIVE EXPRESSION | LOGO DESIGN
Arctic Mullet is a Florida-based outdoor clothing business that asked me to help determine their primary consumer groups are and how to approach them through visual expression.
The two main challenges were figuring out who is the Arctic Mullet consumer and creating a visual brand direction that would resonate with that audience.
The primary Arctic Mullet consumer lives the majority of their life outdoors working blue collar jobs. They’re hard working and self-rewarding.
When they’re off the clock they play just as hard as they work. Usually that happens outside on a river, boat, , tailgate, etc., where they’re energetic, unfiltered, and adventurous.
We needed to speak to both their roots and aspirations, and become a staple brand in this customer’s life. We wanted to create products they would wear during the work day but keep on as they roll into the weekend.
Arctic Mullet needed a logo representative of their brand yet minimal enough to be used in digital and print uses as small sizes. These are a few logo ideas I pitched before we narrowed it down to the final.
Combining an assortment of textural and lifestyle photography, the Arctic Mullet color palette, logo, and brand fonts I created a suite of art direction assets showcasing the different ways the brand could appear in ads, on the web, and on product packaging.
