Valhalla Pure Outfitters

Valhalla Pure Outfitters has an interesting history and often underutilized founding story. The founder, David Harley, helped establish the Valhalla Provincial Park in an isolated area of the Southern Selkirk Mountain Range. It was there, between the peaks of Valhalla, that the idea for an outdoor store focused on bringing gear to the people who needed it most, from the people who knew it best, came to be.

The design solution that I created is a solid, symmetrical lockup that references a number of different outdoor tools and shapes. Firstly, it is meant to represent a carabiner, a classic climbing, backpacking, and hiking tool used to clip on bags, tools, and sometimes even people. Secondly, the mark represents the buckle commonly found on equipment such as backpacks, bags, and pouches. Thirdly, the mark strives to subtly evoke the mountain peaks like those found in The Valhalla Park, from which the company derives its name.

The final result exudes a sense of rigidity, safety, and endurance that will inspire confidence in the brand and make it clear which market it seeks to serve. When customers see it in the wild, they don’t necessarily need to think of just one particular element of the outdoors but get a sense of what it feels like to live the adventure with Valhalla Pure Outfitters.