A brand built to grab hold, just like the products themselves.

THE BRIEF
Tack Strap came to us with a strong foundation and a clear vision for their product line but needed a more refined and cohesive brand identity to match the performance and durability of what they were building.

CHALLENGES
The primary challenge was striking the right balance between evolution and recognition. The existing stacked typography had familiarity and value, so a full departure risked losing that connection. At the same time, the brand lacked a unified system, making it difficult to maintain consistency across touchpoints and products. We needed to create a brand identity that felt stronger, more intentional, and more ownable without overcomplicating the visual language.

SOLUTION
We reworked the logo for the product line, preserving the stacked type to recognize the original branding while refining its form to feel more confident and durable. The updated mark introduces a minimal, geometric sensibility that reinforces strength and grip without unnecessary embellishment.

From there, we developed a comprehensive brand guide that established the foundation for a unified visual system. This included clear direction for typography, color, layout, and application giving the Tack Strap team the tools to execute consistently across packaging, web, and print.

Through close collaboration, we were able to fully capture their vision and translate it into a strong, easily identifiable brand in the outdoor accessory market.