Yonderwear
+ Brand Strategy & Positioning
+ Brand Identity System
+ Brand Messaging & Voice
Feel good in our underwear. | Yonderwear is a startup founded by friends in Seattle and Crested Butte. What started as a wedgie blossomed into a full-fledged passion project—fueled by a love for the outdoors and a desire for everyone to be comfortable doing what they love.
We worked hand-in-hand with the team to study the marketplace and uniquely position the product in the sweet spot between performance/athletic gear that doesn’t feel good and lifestyle wear that doesn’t perform.
Inspired by 1960s and 1970s psychedelic fonts and vivid colors, the brand identity features a custom interlocking logotype and graphic illustrations of natural forms. The letters stretch and twist like a rock climber, and the resulting mash-up creates a “feel good” vibe with an outdoorsy element.
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Collaborators:
Wayne Geyer: Brand Strategy, Positioning, Writing
