La Dura Brand

Exploratory brand identity concept – Brand identity

I developed the brand identity concept from strategy through to visual language, illustration system and brand applications.

La Dura, meaning “The Hard Hard”, references one of the world’s most challenging climbs, forming the conceptual foundation for this sustainable outdoor gear startup.

The project explored the development of a bold and expressive brand identity for an emerging climbing company focused on durability and environmental responsibility. The visual language drew inspiration from the tension between strength and sustainability, combining structured typography with an illustrative system rooted in movement and terrain.

La Dura is all about creating gear that is sustainable and therefore long lasting, for hard conditions. Durable. Made to last was born from this and describes the brand ethos. Earthy, humane and connected were some of the key characteristics, which the brand was built on. The hand drawn logo was created to reflect this persona, using organic, natural shapes. The slanted angle plays with the idea of windy conditions.

The L shape from the logo was used to create a graphic device. when flipped horizontally, it creates a mountain shape which is used a shape and a pattern throughout the La Dura branding. It is flipped vertically to create the La Dura tick motif, which symbolises the company’s focus on product quality, connecting back to the ethos Made to last.