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Saddl Underwear Company is a performance underwear brand for men based in Vancouver, BC. Saddl uses a direct-to-consumer business model to allow for the relentless pursuit of innovation in design, performance, and comfort with no retail mark-up. A mountain range is included in the logo as a nod to the brand’s Pacific Northwest roots and to communicate the technical performance qualities of the underwear itself, allowing the user to hike, sweat, and climb without limitations or concerns. Simple iconography is incorporated in the packaging to further explain these techincal qualities. 
Logo, Brand Identity & Packaging Design, 2020
Client: Saddl Underwear Company
Vancouver, BC, Canada