TAMARACK PACK WORKS
Find Your Adventure
We hand build adventure driven outdoor bags and gear in Wenatchee, WA. We test our designs and materials extensively while riding/hiking in the rugged Cascade Alpine forests and deserts of Central Washington.
- Brand Identity
Tamarack Pack Works packs are handmade and designed by and for outdoor enthusiasts for mountaineering. Having identified the core customer base had additional usecases, the creators behind the Vermilyea Pelle leather goods were looking to enter the mountain biking gear space.
Our challenge was to create a new product line brand identity and visual language for this new line of packs. The visual design must speak authentically to the existing mountaineering audience while also generating appeal with mountain bikers, a brand new target audience.
Tamarack was looking for a logo and brand identity system that connected with the spirit of mountain biking. Our goal was to capture the rugged nature of the environment found in NCW's mountain landscapes while also demonstrating the quality, craftsmanship, and durability of the pack. Further, the identity needed to speak to the specific purpose for which this pack is used and connect with the core audience authentically.
Reflect the craftsmanship of the product
Offer hommage to vintage alpine gear
Embody the spirit of the Cascade range
Speak to the utilitarian design specific to mountain biking
Working in tight collaboration with the Founder to distill his vision for the pack and steep myself in the brand look and feel, a key insight identified was his love for both sport and craftsmanship; “They don’t make things like they used to.”
My research and concept exploration spanned sport research, as well as a thorough review of sports gear of the 60s and 70s, old hotel crest graphics, vintage luggage labels, travel posters, and other similar handcrafted objects where form follows function.
Highly sought after by regional mountain bakers, Tamarack Pack is sold online and now in stores ranging throughout the Pacific Northwest. Locations include Wenatchee, Seattle, Spokane, Portland, Ellensburg, and Bosie.