Courtesy of Gretel
Gretel partnered with Mountain Hardwear to refresh its brand positioning and modernize its identity, aligning it with the brand’s renewed focus on technical precision and adventurous spirit. Drawing from Mountain Hardwear’s heritage of responsible craftsmanship, Gretel established a brand personality that balances "wild and wise," resonating with diverse outdoor audiences. The rebrand includes a refined logo, bold new art direction, a custom typographic family inspired by the iconic nut symbol, and messaging across key outdoor disciplines: camp, climb, mountaineering, trail, and alpine sports.
