Forage + Roam Branding (Unused Concept), 2022

This was the initial concept we presented to F+R and Bri’s favourite out of the four concepts we created. Through some discussions and feedback we pulled some elements from other the concepts into the design, such as the topography border and serif font. We also decided the pine tree was too commonly used in the Minnesota area and instead gave F+R’s existing spruce tip a makeover! Overall this really elevated the design and became F+R’s new identity.