J&H Outdoors

J&H Outdoors, an outdoor store in Lexington, Kentucky, was founded in 1972 by brothers Danny Johnson and John Hall. The store provides outdoor equipment to help people get outdoors for any adventure. After the founders passed leadership to new ownership, the company needed a rebrand of its identity and e-commerce platform.

Tasked with leading the rebrand while at RedTag, I aimed to visually represent eastern Kentucky's cultural roots, connecting landmarks like Red River Gorge and the Appalachian Mountains to J&H. The new identity uses vintage typography, a muted color palette, and nature photography. The final logo integrates the shape of Kentucky with nature iconography, emphasizing the connection between J&H and the state. This is further shown in vertical lockups where the J&H and the state of Kentucky interlock.