The idea
Built around a sense of movement.
A banking bird and a broad wordmark set Skelter’s direction. Petrol, coral and ice create a clear visual language for time spent moving outdoors, from a small product tag to a wider campaign.
Fictional brand · Self-initiated study
Skelter
Field equipment · Brand identity
Take the long way.
A practical, directional identity for a fictional outdoor equipment brand.
Explore the field storyA setting before a specification
Out in the open.
Clear in the details.
The coastal campaign establishes the world: open air, exposed rock and a strong directional mark. The product sheet and hangtag bring that attitude into a more compact, practical language.
The design decision
A field signal, not visual noise
The bird reads quickly. Petrol gives the system weight; coral acts as a point of attention. Mono labels organize the concept information without inventing performance claims.
View exact artwork
AI-generated presentation mockup. Artwork and material details are illustrative.
AI-generated campaign imagery / fictional equipment conceptThe visual language
A recognizable signal in the field.
The bird carries the idea at a glance; the wordmark gives it weight. Simple blocks of color and direct typography keep the identity useful across product information and expressive campaign imagery.
The system
A signal. A label. A direction.
Direct headlines and compact equipment-style information.
TAKE THE LONG WAY.
PACKS. SHELTERS. ROOM TO ROAM.Companion typography
Liberation Sans keeps headlines and practical information direct. Liberation Mono adds a compact equipment-label voice. The Skelter wordmark is supplied path artwork, not retyped text.
Petrol#073E46
Coral#F56E57
Ice#E6F0E9
Black#000000
In application
From the scene to the small print.
The product sheet and hangtag share a clear information hierarchy. These remain visual concepts, with specifications still to be developed.
View exact artwork
AI-generated presentation mockup. Artwork and material details are illustrative.
DAY / 18Fictional product-sheet studyDesign anatomy / A photo-led equipment sheet connects the roll top, coral carry lines and ice identity patch through a shared index.
Read the product concept
DAY / 18. A field pack for the long way.
- Roll top: a rolled opening and a clear silhouette.
- Carry lines: external lacing, with coral as a visual guide.
- The mark: an ice-colored patch keeps the bird visible.
Fictional concept model. Capacity, materials and performance are not established.
View exact flat artwork
01 / FRONT
02 / REVERSEThe visualization suggests matte card, cut edges and a simple cord. The front identifies the pack; the reverse leaves room for a route. AI-generated material visualization; exact flat artwork is retained above.
Read both sides of the tag
Front: DAY / 18, Field pack. Take the long way. Skelter.
Reverse: Make it yours. Field notes. A route worth remembering. Out, Via, Back. Keep a note of the route. Leave room for a detour. Model DAY / 18; type Field pack.
Illustrative tag system for a fictional equipment study. No production or performance claims.
AI-generated product imagery and illustrative mockups. DAY / 18 is a demonstration model label; capacity, materials, durability and performance have not been established.
About this study
Skelter is a fictional, self-initiated brand study. These visuals demonstrate an identity concept, not engineered or manufactured equipment. No customer, commercial or field-performance results are claimed.
From concept to your business
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Tell us where it needs to work, who it’s for, and what you already have.