Outverge: a case study by LAIN

Outverge

Outdoor sportswear

Brand identity, guidelines, social media, brand in use

2025

Gear for the edge
of the map.

Outverge makes outdoor sportswear rooted in durability, performance and design. The brand had to look like it belongs outside: rugged without shouting, warm enough to trust at the end of a long day, and clear at a glance on a jacket sleeve, a trail marker or a thumb-sized icon.

Three words carry all of it: Explore, Freedom, Elevate. They sit around the logo, run along the straps of the clothes and close every poster.

An arrow, a compass,
a fire.

The mark fuses three outdoor symbols: an arrow for elevation and progress, a compass for direction, and a campfire for warmth and connection. Together they make one upright, flame-shaped arrow with two blades fanned out at its foot.

1. One tall point, the body rising from its shoulders.
2. A notch cut up the middle, like a needle finding north.
3. Two blades fan out at the foot, the glow of a fire.

One mark,
three lockups.

The primary logo stacks the mark over the name with the three values around it, for packaging, posters and anywhere the full story is needed. A horizontal lockup sets the mark between OUT and VERGE for headers and labels, and the mark alone goes on icons, tags and small things.

Each one has its own grid, safe zone and short list of things it must never do: change colour, stretch, carry a shadow or turn.

The concept: an arrow, a compass and a campfire make the mark

The main logo

Primary, secondary and submark logos

The logo grid

The logo structure

Safe zones for the three lockups

Where each logo is used

What each part of the mark stands for

The logo on every ground

What the logo must never do

Forest, olive
and sand.

The palette is taken from the places the clothes are worn: deep forest green as the ground, olive for the quieter pieces, sand cream for paper and warm light, and plain black and white. The mark sits on all of them.

Headlines are set in a tall condensed sans, light and bold side by side in one line. Copy sits under them in a clean, light sans.

The typefaces

The type hierarchy

A feed that
climbs.

The three values drawn as one map. The ground rises line by line, a trail is walked up it with the brand's own posts and stories pinned where it passes, and the mark is planted on the summit. Move the pointer across the map and the contour lines lift into a relief under it.

We encourage curiosity and movement. Our gear is built for venturing into the unknown.

We believe in unrestrained exploration. Lightweight, breathable and flexible, our apparel moves as you do.

More than just gear, we aim to elevate your journey, physically and mentally.

Story: It's not the mountain we conquer, but ourselves.

Post: a tent under the stars, from start to summit.

Post: Alpen Rush 2025.

Story: the Veil Series jacket.

Stories and posts,
one voice.

Posts and stories share a few moves: a photograph cut by a bold diagonal, a short line in tall letters, a small mark at the foot. Dark green, sand and olive grounds keep the feed in one family, and the photography does the shouting.

Story: the Veil Series

Story: the kit, named

Post: where nature meets performance

Story: it's not the mountain we conquer

Post: start, struggle, resolve, summit

Post: never stop exploring

Story: adventure begins where comfort ends

Post: adventure elevated

Post: Alpen Rush 2025

From the shop front
to the summit.

The identity leaves the screen on a shop door with a contour map etched in the glass, on the straps and chests of the clothes, on bottles, carabiners, a pack, a mug and a billboard. The mark is printed small and tone on tone; the loud part is always the words.

The shop front

Bottles in forest, black and steel

The pack

The hoodie

The carabiner

The crewneck, with the three values running along a band

The shorts

The mark on the pack

The secondary logo over the hills

The billboard

The enamel mug

The hoodie, lit

Posters and
one expedition.

On paper the type grows: a line of tall letters running off the edge, the three values stacked, a white sheet for the logo and a dark one for the story. Borneo Expedition is the long one, five explorers and a seven-day walk set over a photograph.

Poster triptych

The logo sheet beside the poster

The Veil Series poster, a line of words and the sheet beside it

Borneo Expedition

Borneo Expedition on a street wall

A row of posters in a frame

Gear up, go beyond: the boxes

The whole guideline,
in twenty pages.

The identity is written down as a visual guideline: the introduction, the three values, every logo and how to use it, colour and type. Two rows of its pages, moving on their own.

Guideline page 1

Guideline page 2

Guideline page 3

Guideline page 4

Guideline page 5

Guideline page 6

Guideline page 7

Guideline page 8

Guideline page 9

Guideline page 10

Guideline page 11

Guideline page 12

Guideline page 13

Guideline page 14

Guideline page 15

Guideline page 16

Guideline page 17

Guideline page 18

Guideline page 19

Guideline page 20

Six covers,
one trail.

For the shots the posts and stories leave the phone and lie on a textured ground, in dark green, sand and olive, with a few thin lines running across them like the edges of a map.

Stories and posts on forest green

On sand

Posts on sand paper

Four stories

Two stories

Posts on olive

See it in full.

The shots on Dribbble.

Social media - Stories and posts Brand identity - Posters and shop front Brand identity - Logo