OVERVIEW
Designing functional style for hiking, camping, and beyond.
Wild Heaven is a conceptual outdoor clothing and gear brand created for modern adventurers people who seek functional, durable, and stylish equipment for hiking, camping, and exploring nature. The goal of this project was to build a complete visual identity that evokes the feeling of the outdoors in a rustic yet modern way. I led the entire design process, from initial research and brand positioning to logo development, typography, color system, and final brand applications, treating the project as if it were being launched in a real market.
RESEARCH & STRATEGY
Guided by insights to build a lasting brand.
The target audience includes outdoor supporters such as hikers, backpackers, and casual campers who seek both practical functionality and aesthetically pleasing design. Through competitor analysis and persona development, the brand strategy was shaped around the triad: Structure, Adventure, and Warmth. These guiding concepts led to a style that feels reliable, adventurous and comfortable. The brand voice is confident, adventurous, and inviting, reflecting the mindset of those who appreciate quality gear for the journey and the moments of connection found around the fire.
VISUAL DIRECTION
Symbolizing exploration comfort and community outdoors.
The Wild Heaven logo merges the silhouette of a mountain with the form of a bonfire, creating a symbolic representation of both resilience and connection. The mountain stands for strength, stability, and the thrill of exploration, while the bonfire evokes warmth, rest, and shared moments in nature. This fusion captures the essence of the brand celebrating not only the adventure of the journey but also the comfort and community found along the way. It reflects Wild Heaven’s core values: authenticity, dependability, and the simple joy of being outdoors with purpose and presence.
