Studio: 970 Creative, LLC - Year: 2025 - Industry: Outdoor Lifestyle / Apparel & Gear
BRAND STRATEGY
Alpine Currant is a premium lifestyle and botanical goods brand inspired by alpine landscapes, wild-grown ingredients, and slow living.
The brand brings together products and experiences rooted in nature—whether through botanical products, home goods, wellness offerings, or specialty provisions—under a refined, modern identity.
The goal was to create a scalable brand system that could grow from a single product line into a broader lifestyle ecosystem while maintaining a cohesive visual language.
BRAND ATTRIBUTES
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Grounded
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Natural
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Sophisticated
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Intentional
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Modern
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Restorative
THE CHALLENGE
The challenge was to create a brand that felt:
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Rooted in nature without appearing rustic
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Premium without feeling exclusive
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Modern without becoming cold or corporate
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Flexible enough to support future product expansion
The identity needed to distinguish itself from both outdoor recreation brands and traditional wellness brands.
THE OBJECTIVES
Success would look like:
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Creating a distinctive visual identity with strong shelf and digital presence
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Establishing a scalable brand architecture for future growth
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Communicating trust, quality, and authenticity
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Building emotional resonance with consumers seeking balance and connection to nature
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Developing a cohesive system that could extend across packaging, digital experiences, merchandise, and environmental applications
THE AUDIENCE
Primary Audience
Design-conscious adults ages 30–60 who value:
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Natural ingredients
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Quality craftsmanship
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Wellness and self-care
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Sustainable living
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Modern design
Many are professionals seeking moments of calm, restoration, and connection in increasingly busy lives.
Emotional Need
The audience doesn’t simply want products.
They want to feel:
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Grounded
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Balanced
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Restored
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Connected to nature
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Confident in their choices
The brand needed to create a sense of calm confidence rather than excitement or urgency.
TONE & POSITIONING
Positioning Statement
A modern alpine lifestyle brand inspired by nature’s quiet strength.
Desired Tone
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Calm
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Refined
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Honest
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Elevated
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Organic
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Contemporary
The identity was designed to occupy the space between wellness, design, and nature.
CONSTRAINTS
Strategic Constraints
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Needed broad appeal across multiple product categories
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Required flexibility for future brand extensions
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Needed to feel premium without relying on luxury tropes
Visual Constraints
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Simplicity and scalability
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Strong performance at small sizes
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Adaptability across print and digital environments
Market Constraints
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Crowded wellness and botanical marketplace
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Increasing consumer skepticism toward wellness claims
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Competition from both boutique artisan brands and large lifestyle companies
DELIVERABLES
Brand Strategy
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Positioning framework
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Audience definition
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Brand attributes
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Tone of voice direction
Visual Identity
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Primary logo
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Secondary logo system
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Iconography
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Color palette
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Typography system
Brand Applications
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Product packaging concepts
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Social media assets
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Marketing collateral
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Merchandise concepts
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Website direction
Brand Guidelines
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Logo usage
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Color standards
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Typography rules
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Visual language system
ALPINE CURRANT TRICHOME
Concept
The stones ground the brand in the mountain itself. The edelweiss answers with what survives on it — together they carry Alpine Currant's core idea in two forms.
Studied from verified field specimens, not stock photography, to capture edelweiss's true structure — a double star of bracts around a cluster of florets. Sketched in Procreate, refined toward a bold flat mark, then vectorized for scale.
A flexible secondary mark, from packaging down to favicon size — plus a surface pattern for textiles and merchandise. Left monochrome, the mark adapts to any material — the accent lives in the wordmark instead.
