ARC APEX
Projects in Graphic Design
Fall 2024
This project focused on redesigning an existing brand realistically to sell a new product within the same target audience. I chose to reinvent the outdoor wear brand Arc’teryx to imagine what it would look like if they released a line of beer. “Arc Apex” uses the marketing techniques and minimal design of the original brand but adapts them to a beverage based format. Using “Apex” to both reference the peak of a mountain and the apex predator that is used on the can designs. Using multiple forms of media, such as package design, product design, video and poster design I worked to bring this new brand identity to life.
Process
Goals
My initial goal for this project was to build off of an existing brand (Arc’teryx) that focused out outdoor exploration and create a product that could bring in a new audience. This new product would aim to expand the outdoor/ ski and snowboard communities, while bringing more excitement to the Arc’teryx brand.
After observing other crossovers outdoor gear brands had made into the beer market, I realized that they were surprisingly one dimensional. Brands like Patagonia, Kuhl and Ski The East had all created a beer design, but these felt more like a one time offshoot of the original brand than a new or unique adaptation. My goal then became; to extract existing qualities from Arc’teryx that I felt could inspire something new while maintaining their recognizable brand image and advertising style.
Iterations
My initial goal for this project was to build off of an existing brand (Arc’teryx) that focused out outdoor exploration and create a product that could bring in a new audience. This new product would aim to expand the outdoor/ ski and snowboard communities, while bringing more excitement to the Arc’teryx brand.
After observing other crossovers outdoor gear brands had made into the beer market, I realized that they were surprisingly one dimensional. Brands like Patagonia, Kuhl and Ski The East had all created a beer design, but these felt more like a one time offshoot of the original brand than a new or unique adaptation. My goal then became; to extract existing qualities from Arc’teryx that I felt could inspire something new while maintaining their recognizable brand image and advertising style.
Style Development
Another important stage of the iteration process involved typography. I experimented with type pairings that could maintain the sleek and technical feel of Arc’teryx while still functioning well within a beverage context. This included testing weight, spacing, and hierarchy to ensure the brand name, product line (“Arc Apex”), and flavor information were clearly communicated without overwhelming the minimalist layout. Multiple color schemes were also explored to distinguish different beer varieties while keeping the overall system cohesive.
Deliverables
Visual System
I then began expanding the concept into a visual system, creating other promotional graphics that translated the same minimal aesthetic. Motion design was also incorporated to simulate how the brand might advertise the product online or in-store. These animations focused on subtle movement and dramatic lighting to echo the premium, performance driven tone associated with Arc’teryx.
Mockups
