branding.

A brand for clothing that looks just as good on the hills as it does off them. 

Fell Clothing believe in a better way to make running gear.  They had the brilliant idea of creating all-natural running tees, super durable, incredibly comfortable, that are made to look just as good on the hills as they do off them.

My response to this brief was a softened workmark to ensure the branding felt accessible, combined with the italic to give it some motion. The colour palette takes its reference from the soft muted tones of the t shirts.

My favourite part of the branding was the icon - using the top of the “LL” to create a shape that is both an F and mountains. The tees are now live on their website so be sure to cop on before they go!