Meet the Pine and Wonder compass, a mark I built around one idea: travellers aren't all the same, so why does travel merch always look like it 😅 Most travel brands lean into the destination. Mountains, palm trees, "wanderlust" in cursive. I wanted to flip that. So instead of building around places, I built around people. Every collection starts with a trait, not a spot on a map. Take the raccoon, that's for the traveler who flies low key and takes it slow. No rush, no itinerary packed to the minute, just along for the ride. That one trait became the whole "Little Plane Club" mascot, down to the sleepy grin and the "low and slow" tagline. Even the logo plays into it, it's a compass but broken on purpose. No single direction pointing true north, just four uneven blades pulling different ways. Because that's what wandering actually looks like. The idea was simple: if someone can look at the mascot and go "yeah that's so me," the brand's doing its job before the tagline even kicks in. Logo, mascot, mockups, taglines, it all had to feel like it understood the traveler, not just sold to them. This is the kind of project that pulled me toward brand identity in the first place. Taking something generic (travel merch) and giving it an actual point of view. Full case study in comments 👇