tödi
Brand Identity | Logo Design | Event Graphics
Tools Used: Illustrator, Indesign, Photoshop
tödi is a conceptual outdoor hiking gear and clothing brand inspired by the mountains of my travels, specifically during my last winter break of my undergraduate studies.
The goal here was to create a brand, logo, brand guidelines, and event graphics.
Inspiration
My first solo travel experience was in 2022 to Ecuador. Having dreamt of the mountain named Cotopaxi, I knew I had to journey my way there. I ended up residing in a place for 5 weeks there that looked directly out at this incredible volcano.
Here I started to notice people's hiking gear brands such as The North Face, Columbia, Patagonia, and even Cotopaxi.
Practicing yoga with the dogs (one of which I have tattoo'd on my thigh) and the view of Volcán cotopaxi and Volcán Rumiñahui
My View of volcán cotopaxi, Ecuador
In Winter of 2024-2025, my travels took me to Switzerland. It was my first time ever in Europe, and oh how special it was to be engulfed in the snow-capped mountains of the Alps. My iPhone 13 captured all my travels that season, and behind the scenes was my jaw constantly on the ground, heart full of awe and wonder.
Lauterbrunnen, Switzerland
Gruyères, Switzerland
Research
Taking a search and collecting data on brands & logos that are currently out there.
outdoor gear/clothing brands
outdoor gear/clothing brands
Ideating
Since there were other brands out there named after mountains, volcanoes, or mountain ranges, I decided to name this brand "tödi" after the Tödi mountain.
Tödi is the highest mountain massif in the Glarus Alps of Switzerland.
The slope of the 't' resembles mountain ranges. And the 'ö', or umlaut, I thought could be used as a design element representing that same jaw-dropping awe and wonder I felt in the presence of nature.
Colors inspired by this sunrise in the alps taken from my cabin
Ideation 1
Edit
Final edit
Touchpoints
The logo used on different products from camping gear, clothing tags, and stationery like letterhead and business cards.
Brand Guidelines
Creating the publication for brand guidelines for the company to follow. Added my own copy and included sections on color, typography, safe space, logo usage, digital, photography. Enjoy!
Event Graphics
© ON MUSINGS 2026. ALL RIGHTS RESERVED.