Piton

Branding Exploration

Role

Concept Development and Product Mockups

Industry

Outdoor and Adventure Sports

Duration

4 months

My first branding and art direction project was a guided learning experience with a mentor, designed to teach me the fundamentals of branding, concept development, and product design. For this project, I chose a rock climbing theme and developed a fictional brand named Piton, inspired by the classic piece of climbing equipment. The brand’s theme, “From the weekend warrior to climbers who adopt the dirtbag lifestyle, Piton’s chalk and shoes are made by climbers, for climbers,” emphasized authenticity and a deep connection to the climbing community.

The logo design was clean and straightforward, allowing the brand’s story to take center stage. I then brought the concept to life by designing three key products: a tea tin repurposed to hold climbing chalk, a unique hexagonal-shaped shoe box, and a tube of liquid chalk. To ensure a cohesive look, I incorporated a topographical map pattern throughout the designs, symbolizing exploration and the spirit of adventure.

This project gave me invaluable insights into the branding process, teaching me how to craft a strong narrative and create cohesive visuals that resonate with the target audience.