After 20 years and countless moments with the elk on their breast, Elkline needed a new face to show who they are today and what they value most: Honest Made Apparel. The focus on those two aspects shaped our redesign strategy and execution for both Elkline's brand and logo. At the core: their products. This creative direction took a daring leap: leaving the past designs behind to step further into the future. By shedding old weight, we were able to develop and explore avenues we may not have before. We wanted to be bold - like Elkline’s customers on an epic adventure - and see what was on the other side.