How might a new brand stand out in a saturated outdoor gear market, while staying true to its local roots, embracing sustainability, and evoking emotional connection through design? We set out to design a brand that feels both intuitive and alive — one that reflects the textures of the ocean, the curiosity of exploration, and the joy of movement.

The name “FUR” merges a historic Kaohsiung place name meaning “dog” with the agile, oceanic spirit of the fur seal. The identity features a saturated blue-and-white palette, fluid lines, and soft geometry, evoking clarity, movement, and friendliness through minimal yet distinctive forms.

The brand was designed to embody clarity, adaptability, and ease—qualities essential to both identity and experience. As part of the system, I created a companion app that visualises real-time sea conditions, offering users a quick, intuitive way to assess safety before engaging in marine activities.