Rift is a new clothing and equipment brand for active and urban activities.
When the team at Rift approached us, their vision was clear. They weren’t just looking to launch another clothing brand; they wanted to create a brand that felt established, settled, and instantly recognizable.
Rift’s main goal was to give the impression of a brand that had already been on the market for years, even though they were just starting out. They wanted to evoke the same level of trust and recognition as brands like Carhartt that had been around for decades.
Carhartt, for example, began as a workwear brand, but over time, it became synonymous with street style, proving that a brand rooted in functionality could become a symbol of culture. Rift sought to achieve something similar: to merge functionality with style in a way that would make their brand feel as if it had already earned its place in the world of urban fashion.
This is the story of how we worked with Rift to create a brand that would not only be functional but also one that felt timeless — a symbol of exploration and urban freedom that was here to stay.
Rift’s audience isn’t just made up of climbers and hikers — it’s also urban explorers seeking functional yet stylish apparel for city adventures. The challenge was to create an identity that would reflect this balance.
But the most important task was to design an identity that would feel timeless and trusted, even though the brand was still fresh on the market. It had to look like a brand that had been around for years, one you could rely on.
To make Rift look “established”, we focused on creating a logo that was modern yet timeless. We selected a serif font with clean lines and smooth contours, which gave the logo a sense of volume, as if it had endured countless journeys and challenges.
But that was just the beginning. One key feature that sets Rift apart is the mountain symbol above the letter “r.” This simple yet powerful accent immediately calls to mind the heights and challenges of the natural world. It’s a visual cue that says, “Are you ready to push your limits?”
For the color palette, we chose shades that evoke energy and warmth without being too loud.
These colors were chosen to create the right atmosphere – a balance of warmth, inspiration, and readiness for challenges. It’s the feeling you get when you embark on an adventure, whether it’s scaling a mountain or navigating the city streets.
The graphic elements became the next important step. We designed pixelated “mountain ridges” that added dynamism and emphasized movement.
Minimalistic icons like a compass, an eye, and a globe reinforced the brand values of exploration, attention to detail, and a focus on the journey.
These elements weren’t just about aesthetics; they had to be practical. We needed an identity that could easily adapt to all formats, from patches on clothing to large-scale promotional banners.
All the elements, from the logo to colors and patterns, were brought together into a unified design system that could:
1. Adapt to any format. Whether it’s a mobile app coupon, a t-shirt, a website sidebar, or a business card, the Rift style remains consistent and recognizable.
2. Speed up content creation. The graphic modules and patterns were ready to be quickly applied to promotional materials, social media, packaging, and merchandise.
3. Allow for future updates. If new colors or logo versions are needed for collaborations, the established rules can be easily expanded without compromising brand recognition.
We had created an identity that immediately conveyed the sense of experience and adventure. The logo, which looked like it had been through many journeys, combined with the color palette and graphic elements, set the tone for the entire brand.
But this project wasn’t just about creating a logo or a design; it was about building an image that would inspire new discoveries and push boundaries. Rift is no longer just a clothing brand – it’s a symbol for those who are ready to go beyond their comfort zone and embrace new heights.
This is more than just apparel, it’s an invitation to become part of an adventure. Through this identity, Rift has successfully captured the essence of exploration and freedom, making it a brand that people will want to be a part of, both now and in the future.
In the end, we didn’t just design an identity for a brand – we created a symbol that tells the story.
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