Americans participated in outdoor recreation in 2025.
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Launching an outdoor brand with credibility from day one
The Challenge
Throughike was building a brand around modular backpacking gear and a rugged outdoor point of view rooted in the Shawnee National Forest, but it needed an identity with more conviction before the company could show up with the kind of confidence the category demands. The identity keeps one boot in Southern Illinois and the Shawnee while standing comfortably in the wider outdoor category. The logo, visual system, and brand voice gave Throughike an established presence across launch materials, packaging, and product promotion.
of Americans aged six and older participated in outdoor recreation.
American children aged 6–12 participated in outdoor recreation.
An outdoor identity rooted in the Shawnee.
Throughike — Branding · Identity · Copywriting
Building a mark with more to discover
What We Did
Outdoor gear has enough mountain badges to start its own range. Throughike wanted a serious, memorable identity for people who love the trails. The system carries its Shawnee National Forest roots into the wider outdoor category and supports a modular, lightweight product story with zero costume-shop ruggedness.
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02What we built around the identity
The Strategy
The assignment covered the mark, visual system, brand voice, and launch pieces across product tags, ads, and merchandise. A subtle face inspired by Easter Island statues hides inside the logo, adding recognition and character for anyone who gives it a second look.
- Logo mark development with supporting variations
- Brand identity direction for launch materials and product-facing assets
- Brand voice and messaging support
- Creative created for tags, posters, product details, and branded applications
Giving the identity a voice that travels
The Results
The mark earns recognition. The language earns belief. Together, they gave Throughike the voice and visual range of an established outdoor company from day one.
