WUL Outdoor Apparel

Branding Design
Packaging Design
Editorial Design
UX Design

WUL Outdoor Apparel is an exciting journey of rebranding and elevation of presence in the outdoor gear market. This comprehensive project includes a fresh new look for the brand (originally “From The Ground Up Socks”), innovative packaging, an engaging beginner hiking guide booklet tailored for the Seattle area, and a user-friendly website redesign that highlights the exceptional merino wool used in their hiking socks.

The goal of the rebranding efforts was to create an identity that elevates the small Seattle-based company to the same level as high-end outdoor apparel brands like Patagonia and The North Face. At the same time, it aims to resonate with outdoor enthusiasts and reflect the spirit of adventure inside everyone. The new logo, color palette, and typography were designed to evoke a sense of rugged elegance and modernity, ensuring WUL stands out in the competitive outdoor apparel market and grabs every viewer's attention.

The packaging was designed, printed, and assembled by hand to ensure that both the surface and structural design complemented the high-quality hiking socks. A matchbox structure was chosen to harmonize the packaging with the sock design. When the socks are pulled out, the tree line on the socks aligns with the mountain on the box, creating a unique and engaging visual experience.

To encourage more people to explore the great outdoors and take up hiking in the Seattle area, the Beginner Hiking Guide was created. This booklet is filled with tips, trail recommendations, and safety advice, all presented in a friendly and accessible manner. It’s designed to inspire and motivate new hikers to get active and enjoy the beauty of nature, making it a great complementary item for an outdoor apparel company.

The website was redesigned to ensure a seamless experience across all devices—laptop, tablet, and phone. These efforts focus on the unique selling point of WUL’s hiking socks: the premium merino wool. With detailed product descriptions, customer testimonials, and engaging visuals, the website effectively communicates the superior quality and benefits of WUL’s Products.

This project was a comprehensive effort to reimagine WUL’s brand and product presentation. By focusing on quality, design, and user experience, this project hopes to inspire and equip outdoor enthusiasts to embark on their next adventure with confidence and style.