Brand identity for

Campers on Cruisers

Campers on Cruisers is a 4x4 Land Cruisers rental business. The cruisers are fully equipped with rooftop tent etc. for off trail campers.

The client initially asked for an illustration above a word-mark. The challenge was to convince them of the necessity to have of a logo-mark. For an illustration would not be versatile enough to carry their visual identity in every circumstance.

In order to satisfy my client while making sure to build a functional logo system, I decided to start from an illustration, then "deconstruct" it via several simplified iterations until I was left with the logo mark. I delivered a responsive logo system made of combinations of illustrations, logo-mark and a word-mark.

Role
Creative direction, graphic design

Deliverables
Visual identity system: responsive logo, illustrations, typeface & color palette, visual guidelines.