Caldera + Lab
Caldera + Lab was founded out of Jared Pobre and Stacy Keibler’s mission to live a completely non-toxic life. While starting out on this mission, they discovered a void in the men’s grooming industry for organic, sustainable, luxe products. Inspired by the natural beauty of the Tetons, Caldera + Lab harvests sustainable botanicals from Teton Valley to produce clinically proven men’s grooming products.
Keeping the core target audience in mind, the brief was to develop a masculine yet elegant logo that evoked the Teton botanical element of the brand. We explored a variety of western themes to convey chic ruggedness but landed on a simple composition of lines and shapes that captured the natural theme while remaining modern, luxe and masculine. We further complemented the logo mark with a customized font for the wordmark.
Having finalized the logo, we dove into developing a color palette, hierarchy of typography, photography guidelines and layout samples to further explore and document how the brand comes to life in print and digital applications. The complete look and feel is defined by the high-end design elements, muted color palette and sophisticated photography. The brand standards guide documents all of the brand elements with guidelines for executing branded materials moving forward.