ALT. Outdoor Goods

Role: Graphic Designer
Location: New York, NY (Parsons)

ALT. is a fictional outdoor apparel and accessory retailer that uses recycled plastic bottles to create synthetic textiles. The idea of outdoorsmen wearing plastic as a means to save the environment suggests a strange, yet positive relationship between the synthetic and natural. This inspired the flexible logo solution which transforms to resemble the field that it is placed on, whether a tree or a mountainside. With ALT.'s focus on materials, the use of Milkweed and Kraft paper in print collateral became essential in extending the brand identity.