It was a pleasure working with Studio Matte. They're extremely easy to work with and very creative and talented individuals. I loved the brand assets they created for the company I am creating. They really listened to the story and ethos of the brand to create something very special.
Women's Outdoor Clothing Brand Identity
Mountain Lace
Timeless, organic, and sophisticated brand identity for a technical outdoor fashion label, blending performance with a refined feminine elegance.
Project Overview
01
Client:
Mountain Lace
02
Sector:
Apparel
03
Services:
Creative Direction & Brand Identity
Feminine. Functional. Fearless
Mountain Lace redefines the outdoors for women. Born from the realization that most hiking gear is either too masculine or generic, this brand offers a romantic, chic alternative without sacrificing technical performance. It is designed for the woman who wants her apparel to feel as special as the landscapes she explores.
Process
A Grounded, Yet Refined Visual Language
It bridges the gap between rugged trail functionality and city-ready style.
The Symbol: Nature Distilled
The visual identity centers on a circular emblem that abstracts the sun, earth, and rolling hills into a soft, flowing motif. This mark embodies a duality of "hard and soft," using organic lines to represent feminine grace while maintaining a geometric and structured strength that communicates durability and resilience. It is a modern, minimalist nod to the natural world that grounds the brand in its origin story.
Typography: Refined Strength
The type system mirrors the brand’s positioning at the intersection of sport and fashion by pairing a sophisticated, serif typeface with a clean, functional sans-serif. The title serif font provides a timeless, high-end feel that reflects the "finery" implied by the word lace, while the bold, secondary sans-serif brings a modern clarity to technical callouts. This juxtaposition ensures the visual language feels both adventurous and refined, transitioning seamlessly from a mountain trail to a city brunch.
Palette: Grounded Romance
The color strategy avoids typical "sporty" tones, opting instead for a sophisticated mix of deep forest and olive greens that provide a grounded, durable foundation. These earthy bases are contrasted with soft, romantic accents of dusty pink and pale rose, while muted sands and sun-drenched golds echo the landscapes of the California Islands. The result is a palette that feels technical yet deeply personal, capturing the brand's unique blend of resilience and delicacy.
From embossed hang tags to a clean e-commerce presence, every touchpoint reinforces that "strong looks different here". Mountain Lace is for women who value both the technical fabric and the beauty of the design.
