kreemedesign - Alpine Supply Co.

The Challenge

Alpine Supply Co. is the fictional brand I created for my semester-long capstone project at North Island College. This project showcases my skills I learnt in branding, social media marketing, collateral mockup design, as well as the principles of print design.

The challenge for this project was to create a brand from the ground up, indlucing a new logo, brand colours, collateral assets, social media marketing campaign, and a brand style guide.

The Approach

I began at looking at some popular apparel and supply stores located in popular resort communitites such as Whistler, British Columbia, and Banff, Alberta. The stores I looked at were a mix of popular, mainstream brands such as Patagonia, Arc'teryx, The North Face etc. and a handful of small local shops that primarily sell mountaineering equipment and alpine supplies.

Seeing what design elements these brands mainly utilize was a primary goal for this project as it narrows down what type of design choices I should make for the brand.

Moodboard

I wanted to take inspiration from the natural elements of the Sea to Sky corridor, from the towering mountains to the lush forests, the teal blue lakes to the surreal sunsets that paint the sky. The brand was to have a feeling of adventure and ruggedness that the target audience would be familiar with, which is why I opted to choose a colour palette that was picked from these iconic elements of the Sea to Sky.

Logo Suite

I wanted the logo to have a rough appeal while retaining a level of cleanliness that is expected from large outdoor brands like Arc’teryx and Patagonia. As for the typography, I wanted to take a more corporate approach that would be in line with both the brand's target audience and the business side of the industry.

Drawing inspiration from the mountains of Whistler, I took the peaks and dark shadows that create the awe inspiring landscape of the village as inspiration for the logo for Alpine Supply Co. The logo represents the ascent into adventure while creating a visible 'A' for the brand.

While the brand colours draw inspiration from the teal lakes that are found around Whistler, the sunset yellow that illuminates Whistler Blackcomb during the evenings, and navy blue to represent the shadows that cover the peaks.

Collateral Mockups

For the collateral mockups, I wanted to utilize the mountain peak motif for as many assets as possible. The business cards use a simple mountain range graphic for the bottom and the Icon and Lototype for the front of the card.

The shirt mockup makes use of the white space to represent the snow blanketing the mountains and the range of brand colours to create a blend of elemental colours that can be seen on Whistler Mountain.

The remainind apparel mockups use the navy bllue colour to create a contrast and lead the attention of the viewer to the logo and brand name. From there they can begin to admire the rest of the apparels design elements.

Other collateral assets include a corporate signage mockup to demonstrate the branding on a storefront sign, and a product tag that can be found on many Alpine Supply Co. apparel items.

Alpine Supply Co. Metal Water Bottle

Alpine Supply Co. Short Sleeve Mockup

Alpine Supply Co. Sports Windbreaker Mockup

Alpine Supply Co. Snap Back Mockup

Alpine Supply Co. Beanie Mockup

Alpine Supply Co. Business Card Mockup

Alpine Supply Co. Store Signage Mockup

Alpine Supply Co. Product Tag Mockup

Marketing Mockups

Once we completed our collateral mockups, the next phase was to create a social media campaign announcing the launch of our brands and products. We were to create a series of posts that showcase any products, special events, or key anouncements from our brands.

I chose to base my marketing campaigns around a product giveaway, a launch discount sale, and a brand awareness campaign. The posts utilize angular and parallel design elements to represent ski tracks in fresh snow, as well as a border for product and promotional images.

Alpine Giveaway [Instagram Story]

Alpine Launch Event [Facebook Post]

Alpine Launch Sale [Facebook Post]

Alpine Account Homepage [Facebook]

Alpine Giveaway Mockup [Instagram Story]

Brand Style Guidebook

The final piece of the capstone project was to create a complete brand style guidebook that shows the many parts of the Alpine Supply Co. branding and design style. the book contains the brands logo suite, brand colours, proper logo uses, photo guidelines, brand typography, and the collection of collateral mockups.

Take a look at the completed Alpine Supply Co. style guide below.