Mountain Hardwear

Founded in 1993 by industry trailblazers, Mountain Hardwear quickly gained traction among outdoor enthusiasts. After a transformative four-year journey, the brand was ready to refresh its positioning and modernize its identity.

Mountain Hardwear’s brand strategy and tone of voice center on the tension between experience and excitement. Inspired by the internal mantra “old enough to know better, young enough to do it anyway,” the idea of “Wild & Wise” became the foundation. This concept guided the voice, tone, and design, anchored in the purpose to seek wilder paths—a call to adventure for outdoor enthusiasts everywhere.

Following the rebrand, Mountain Hardwear’s revenue grew nearly 7% year-over-year in 2024.

Role
Research & Insights 
Positioning
 
Team
Kasia Barrett / Strategy 
Justin Au / Design 
Andrea Trabuco-Campos / Design 
Suyoung Yang / Design 
Zoe Lin / Design 
William Rauscher / Copy
John Choi / Motion 

Studio
Gretel