UTTR

Outerwear is a wall of mountain logos and performance claims. UTTR needed to feel calm and certain instead: a parka you’d trust in sleet, from a brand that doesn’t have to shout about it.

I took on the identity, guidelines, campaign, film and website.

The name comes from the otter, an animal at home in cold water. I drew that once: a shield holding a roof, with a single line of water just beneath it.

Everything around the mark stays stone. Six colours taken from the weather, a heavy grotesk for the wordmark, a mono for the line, and models who stand still while the world moves around them.

Roof and water share one stroke; the shield runs lighter so the glyph leads. Horizontal, stacked and mark-alone lockups, in one colour only, with a heavier master below 28 px.

Bone #F3F1EC and Arctic Black #141516 lead. Glacier Grey #DCDFE0, Iron Slate #4A4C4E and Nordic Sand #C9B897 carry the rest. Fjord Blue #3B4F5C is the one cool note: the water.

Inter Tight Bold for the wordmark and headlines. JetBrains Mono in tracked capitals for the line, labels and specs.

Say less. Taped seams. Two-way zip. Nothing extra. Every piece signs off UTTR / OUTSIDE, ALWAYS.

Thirty seconds in a working limestone quarry. Machines cut, pour and haul while the three models never move. The cut tightens on the beat, whip pans carry the second half, and the mark closes alone on black.

Lockup top left, the line at the foot or up the right edge. The giant shield sits behind the subject, never over a face.

Horizontal lockup on the left chest, the mark alone on the sleeve, the stacked lockup large on the back. Black on light shells, Bone on dark.

The quarry film runs under the homepage. Product comes first, then the mark, then the campaign, and the page closes on the wordmark at full width in Fjord Blue.

One idea that holds from a 16 px favicon to a full-size poster. The mark reads as a woven label on a sleeve and as a stage behind a model, and the grade, the stillness and the stone tie the film, the posters and the site into one world.

Project

UTTR

Year

2026

Scope

Brand identity, guidelines, campaign, film, web design

Industry

Outerwear and apparel