REI Brand Refresh, the 1938 Collection

This work aims to create something true to the vision of the CO-OP that also fits the desires of the younger generation.

My concept is loosely inspired by the modern fashion trend called “gorp-core.” Gorpcore revolves around taking technical mountain gear and wearing it as fashion as well as on the mountain. Though I would note there are many who believe those who have the most technical, expensive, high end gear purely do as a status symbol and they never see the mountain / don’t have the passion. 

My “modern mountain” REI refresh is based around the founding ice axe and the founding year, creating tight lockups that are cleaner, more interesting, and modern while also staying true to REI’s story, energy, messaging, and overall emotional identity.

It takes what is already successful about REI’s identity and combines it with the graphic elements that make modern mountain fashion desirable.