Flora Women’s Outfitters.

Case Study in Outdoor Lifestyle Branding.

This conceptual identity was developed for Flora, a women’s outfitter in Tofino, BC, dedicated solely to outdoor exploration. The brand is designed to inspire adventure through garments and equipment that combine durability with style. The goal was to create a visual identity that felt bold, modern, and energetic, reflecting both strength and self-expression.

The logotype uses a clean sans serif typeface in deep navy to ground the brand in reliability and trust, while a vibrant accent colour adds a dynamic punch of energy. This combination emphasizes Flora’s balance between resilience and movement, practical enough for outdoor adventure, yet expressive enough to resonate with a younger audience.

Beyond the logo, I shaped a brand persona around traits such as sporty, spontaneous, and adventurous. Supporting elements from the colour palette to typography and imagery, reinforce this active character, giving the brand a confident, inclusive voice. To bring the concept to life, I styled presentation mockups, including a canoe lifestyle scene and a catalogue, to show how the identity could extend into marketing and storytelling. These visuals connected the logo directly with its target audience, evoking the adventurous, outdoorsy lifestyle the brand was designed to inspire.

The result is a contemporary identity that celebrates individuality while encouraging women to embrace exploration with both strength and style.