Keeper Goods

Keeper Goods is a lifestyle/concept store in La Crosse, WI that curates goods for young midwestern explorers and adventure seekers. As a new concept, they needed a logo that represents the love for exciting outdoor experiences but didn’t feel too sporty.

The Challenge

When Keeper Goods came to me, they were in the process of developing the idea behind the store. We were able to narrow the focus of the brand down to key values and elements that were at the center of the business model and the store’s local appeal to customers.

Services

  • Brand Development

Initial Concepts

At the beginning of the process, “bohemian” abstract ideas about nature and appreciation for wilderness and adventure dominated the values of the brand. As that was explored deeper, the true profile of the brand began to reveal itself as less assuming, less feminine, and more whimsical in its implications.

Keeper Goods Keeper Goods | Branding Process

Discovery By Design

Although many of these steps seem like concepts were created and discarded in wreckless abandon, this is a common practice for finding the right look and feel for startup brands. Creating something from nothing always requires trial and error.

Keeper Goods Keeper Goods | Branding Process
Keeper Goods Keeper Goods | Branding Process

Custom Type

All concepts consisted of a mark paired with custom typography without any use of fonts. The ultimate winner in this process was a script type that carried the project to the finish line. I tried with a few attempts to create a mark that paired well with this type but it became difficult to find one that really represented the products and style that the store was beginning to take on in the client’s buying process.

Keeper Goods Keeper Goods | Branding Process
Keeper Goods Keeper Goods | Branding Process
Keeper Goods Keeper Goods | Branding Process
Keeper Goods Keeper Goods | Branding Process

Final Decision

At the end of the project, it was determined that for a new brand, this mark had to have some flexibility. It needed to be capable of adapting to whatever it would become. As owners of a startup brand, it’s important to understand your brand’s propensity for change and to create a mark that’s capable of handling it without coming off as disjointed and dated. For this project, the type excelled at that, and that’s where we landed.

Keeper Goods