Studio MPLS Unveils New Branding for Yoke Outdoors
By Egotist / /
With a new name, outdoor cookware company Yoke Outdoors needed new branding to connect with its audience: forty-somethings who used to go camping with their families when they were kids. These folks now want to enjoy the nostalgia of cooking outdoors with their own families or friends.
To capture this sense of nostalgia, Studio MPLS was almost exclusively influenced by 1950s ephemera: oil cans, coffee cans, matchboxes, hand-painted signage, tools, advertisements, dishes, etc. Even the materials—and the way things were printed (often poorly)—influenced how Studio MPLS approached the design. They wanted to stay true to the simplicity and hand-made quality often found in that era.
Studio MPLS is excited about the wide variety of design treatments—especially type—that feel like they are part of the same brand. Many concepts from their initial exploration—some of which they didn’t even show the client in the first round—were able to live in unexpected places. Studio MPLS wanted to let the brand expand and change as needed, and the kit of parts they provided will serve Yoke Outdoors for a long time.
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