PAPER PETAL
Founded on the art of hand-crafted greetings cards, this family business has long celebrated life's cherished moments through intricate design and premium materials. Now, as the founder's daughter steps into leadership, she's weaving her passion for contemporary, design-led stationery into the brand's legacy—honoring tradition while embracing bold, modern expression.
The Brief
Other Land is an adventure apparel brand inviting people to explore otherworldly spaces in nature as a way to step out of routine and be fully present in the moment. The brand needed an identity that expressed this sense of freedom from everyday pressures while flexing across different terrains, activities and product lines.
The Approach
The new identity builds a visual narrative of adventure that stretches from dusk to dawn and across all landscapes, rather than tying the brand to a single hero environment. Terrain-inspired textures bring in tactility and depth, grounding the brand voice in real places and making it feel close to nature.
The Solution
The logo system encodes three core landscapes—rocky ground, green mountains and water—so “adventure anywhere” becomes a recognisable signature across touchpoints. This modular idea gives the brand flexibility to speak to specific activities while staying distinctly Other Land.
In retail, the terrain system becomes a clear wayfinding tool: for example, green tags and wall treatments signpost mountain-ready apparel, while blue identifies water-focused gear, helping customers intuitively find the right kit for their chosen environment. This ties the original brief—freedom to explore any landscape—directly into how the brand looks, feels and functions in use.
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