Red Sled Coffee wanted a brand identity system that could celebrate the culture of hard working, mountain locals and the allure of secret trail systems hidden at resorts across the East Coast and beyond.
Services Provided: Creative Direction / Graphic Design / Print / Illustration
Informed by 30+ years of snowboarding and many experiences finding secret stashes in the woods, I created the hero illustration to capture that exhilarating feeling of breaking through a section of tight trees to finally reach that spot where things open up and get good.
The typeface Decimal anchors the identity with its utilitarian letterforms and wide footprint. The color palette was informed by vintage wool outerwear with muted hunter reds and forest greens.
Brand tone-of-voice and supporting design elements help deepen the story and build in-the-know connections with other like-minded consumers.
Representational imagery sourced via Unsplash
