OVERLANDER˚ | Project 13

Wherever you go, whatever the journey, OVERLANDER˚ is built to go the extra mile.

Overlanding is described as self-reliant adventure travel to remote destinations where the journey is the primary goal and OVERLANDER˚ gear was created to help the pursuit of these experiences. To satisfy the need for purpose-built apparel, designed for adventure. It’s built to withstand the rigors of major expeditions, where clothing is gear, and then adjust back into daily life.

A man wearing sunglasses, a cap, and a blue Overlander t-shirt paddles a wooden canoe on a calm lake with green foliage in the background.

A woman wearing sunglasses, a black Overlander t-shirt, a neck gaiter, and a cap stands outdoors in bright sunlight next to a white vehicle, looking to the side.

A desktop computer and a laptop on a white desk display two different web pages, one showing an outdoor adventure scene with the text Its an honor to be an overlander, and the other displaying an Our Experience page.

A stylized snake coiled around geometric mountain shapes, with a sun above, all outlined in white and orange within an orange circle on a black background.

A blue and black mesh cap worn by a person, an orange and black diamond-shaped Overlander patch, and a black and white trucker hat with the same Overlander patch on the front.

Here’s the story.

Outdoor expeditions and exploration – yes please! When Project 13 was approached by the OVERLANDER˚ team to develop branding for their apparel line, we were thrilled to jump into the adventure with them. Their new logo/icon is inspired by a backstaff, a navigational instrument that was used to measure the altitude of a celestial body, in particular the Sun or Moon. When observing the Sun, users kept the Sun to their back (hence the name). Many other subtle elements were introduced to the logo including a little Morse code (the three long dashes = 0, the starting point for every journey).

After completing the new icon, type treatment and brand asset guide, we applied the design to fun things like their tech pack (anti-migration labels, sewn-in branded loops, silicon patches… ), unique t-shirts, watches and sewn patches. Along with the apparel touches, we provided design and production for many deliverables that included retailer catalogs, hang tags and trade show materials to stickers, packaging elements and their e-commerce Shopify website.

And we couldn’t agree more with their mantra “We crave the pursuit of what’s over the next hill and beyond.” Let’s start your next brand adventure!