Yonderwear was a startup outdoor clothing brand—their first product was an undergarment designed to perform better than traditional sports gear or athleisure wear. The founders had a clear vision and a great product—they wanted a brand identity that clearly positioned them as an innovator whose purpose was to make the outdoors more accessible to more people. 

Specifically, the Yonderwear team wanted to appeal to a wide range of people with different body types, activity levels, and attitudes about the outdoors. The founders’ research and personal experiences told them that the wrong clothing could be a deterrent to spending time outside. In their experience, most outdoor gear is either comfortable but doesn’t perform, or it performs but isn’t comfortable. They wanted to make garments that moved with the wearer, not against them.

So, we defined Yonderwear as “clothing you can wear outside.” Using plainspoken, earnest language, we described the value of clothing designed to enhance the wearer’s time outdoors. From there, we created a comprehensive brand identity and standards. 

Equipped with tools to build a brand and a following, Yonderwear went on to develop a Shopify website and a Kickstarter campaign.

Design Partner: Lilco Studio