After three decades in business and in the mountains, Mountain Hardwear, a provider of performance equipment and apparel for climbers, mountaineers and outdoor athletes, introduces a brand evolution centered around its purpose: Seek Wilder Paths.
Kicking off the rebrand is a campaign of the same namesake, defining Mountain Hardwear’s wild and wise identity, rooted in the brand it has been with updates to the logo, brand colors and brand expression that speak to its progression and innovation in the industry.
“Over the last six years, our team has been dedicated to revitalizing Mountain Hardwear as a preeminent mountain sports brand laser-focused on the consumer,” explained Troy Sicotte, president of Mountain Hardwear. “These years have been concentrated on revitalizing our product line and a strategic return to an outdoor specialty distribution model. We’re proud of our progress and recognize the need to contemporize our brand, honoring our rich heritage while looking ahead with optimism. Our 30th year in business felt like the ideal time to accomplish this, heralding a newfound clarity reminiscent of our iconic presence in the 1990s.”
The Seek Wilder Paths campaign introduces an update to the brand’s look and feel, reinvigorating the mountain ethos. Mountain Hardwear partnered with New York-based branding studio Gretel to develop the new identity work, which includes a modernized mission, vision and purpose and also introduces new art direction, an evolution of the logo, brand color, and a custom typography family that is based on the iconic geometric elements of the Mountain Hardwear nut.
Mountain Hardwear launched the rebrand with a new take on visual and verbal tone, using an awareness campaign rooted in the company’s purpose Seek Wilder Paths. The creative plays off the wild, gritty, optimistic ’90s vibe. The relaunch nods to the heritage of the 30-year-old brand and indicates the bold direction Mountain Hardwear is headed.
Experience Mountain Hardwear’s new look and feel, including an updated website at www.mountainhardwear.com
