Case Study: Atlas & Alder

Branding & Packaging

Rooted in tradition. Crafted with intention.

Atlas & Alder is a menswear brand born from a belief that clothing should not only function—but mean something. Through a blend of rugged nature symbolism and timeless design cues, this brand identity evokes masculinity, resilience, and style with substance. The goal: build a brand that isn’t just worn, but lived in.

An infographic showing logo design concepts, color palette with dark green, brown, and light gray colors, key elements like a flag, pine cone, and crossed arrows, and photography images of a lighthouse at sunset, a bar with leather chairs, a sailboat on the water, a blurred person in a suit holding a drink, a vehicle splashing through water, and a vinyl record playing on a turntable.
Black and white logo with stylized text reading 'Atlas & Alder' and an illustration of a geometric raspberry or berry to the right of the text.

Scope of Work

Objective:

Develop a cohesive brand identity that communicates craftsmanship, masculinity, and lifestyle for a seasonal men’s fashion line.

Deliverables:

  • Primary and secondary logos

  • Iconography and key visual elements

  • Brand color palette

  • Lifestyle photography direction

  • Brand tone and tagline

  • Hang tag and packaging

A black and white logo with the text 'Atlas & Alder' inside an irregular oval outline.

Creative Direction

“The Rugged Refined”

Our target persona is the man equally at home in the wild or at a whiskey bar. He’s discerning, adventurous, and intentional. His wardrobe reflects both his journey and his values. Think boots on the trail, blazer at dinner.

Outcome & Impact

The final brand identity positions Atlas & Alder as a heritage-forward menswear label with modern appeal. From logo to photography, every element reinforces a cohesive narrative of craftsmanship, masculine elegance, and purposeful living.

This design system offers flexibility across product lines, seasonal campaigns, and lifestyle storytelling—ensuring long-term visual consistency and emotional resonance with the ideal customer.

  • Custom script typography was chosen to reflect craftsmanship and authenticity. The organic curves of the hand-lettered “Atlas & Alder” suggest a human touch—each piece of clothing designed with care.

    • Deep Forest Green (#1F463D): Stability, nature, and durability

    • Earthy Orange (#5D6AE1): Warmth, heritage, and seasonal relevance

    • Pale Gray (#FFCAC6): Neutrality and modern refinement

    These colors suggest timeless quality, while appealing directly to a masculine and style-conscious audience.

    • Subtle yet meaningful, the alder tree catkin nods to nature, masculinity, and tradition. It’s a timeless emblem of strength and quiet resilience—qualities embodied in both the clothes and the man who wears them.

    • Crossed arrows, waving flags, and the ampersand reinforce a sense of brotherhood, purpose, and direction. This is more than fashion—it’s a symbol of shared values and intentional living.

  • “Clean Ingredients for Every Body”

    This inclusive, affirming tagline reinforces Sage’s commitment to purity, accessibility, and unisex appeal. It also anchors the brand’s broader mission: skincare made for everyone.

  • A curated photo style was developed to reflect the aspirational, rugged lifestyle of the Atlas & Alder man:

    • Lifestyle Moments: A glass of whiskey, a tailored suit, a sailboat at sea

    • Outdoor & Heritage: Lighthouse landscapes, forest trails, vintage interiors

    • Textural Depth: Rich lighting, warm tones, and natural materials

    This moodboard doesn’t just showcase the clothing—it tells the story of a man who lives with purpose.

Worn with Purpose

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Worn with Purpose ~