Goals
We set out to design a custom mark that could be used as inspiration for the geometry throughout the identity to keep consistency throughout the brand's visual elements. The distinctive crown nods to the original logo drawn by the founder of Brentwood Line over 20 years ago. The crown represents quality, and every decision made in the identity was through the lens of quality. There is a lot of cheap junk in the promotional products world, and Brentwood Line wants to fill the gap between the name-brand promotional products sector and the bargain bin.
Process
Brentwood Line's branding conveys the quality and rich history of the company. The original font, Goudy Old Style, was updated to a customized Arpona with serifs that match the new crown's geometry. The squares in the crown represent the shipping boxes their products are sourced in. The curvature at the base of the crown represents the wake of a container ship crossing the pacific.
To further strengthen Brentwood Lines' connection with its history, we incorporated topographic maps of the Great Smokey Mountains into their branding materials. This is a reference to where the company originated and still resides today. Furthermore, elements from our custom crown logo were hidden within this pattern.
Along with the primary identity, a series of sub-identities were created to reinforce Brentwood Line's pursuit of quality. With over twenty years in the industry, they know what "keeps their customers up at night." We sought to create friendly and playful icons that would remind Brentwood Line's customers that they were in good hands.
The previous website was a significant pain point for their business. We needed to solve several problems, including live inventory updating, multiple price grids, and robust CMS.
The new website, developed in Webflow, could meet and exceed their goals. Webflow's CMS was the perfect mix of handling their data points while remaining easy to navigate for the staff to daily updates.
It's been exciting to see how we have incorporated both old and new ideas into our design process to create something unique for them that speaks directly to customers who share an appreciation for quality outdoor equipment.