— 09 / Art Direction · 2023
Kryptek Merchandise
Extending the brand system into apparel people would choose to wear
Kryptek Outdoor Group · 2023
Translating Kryptek's identity, language, and community values into a produced merchandise collection that expanded the brand beyond technical camouflage apparel.
The merchandise program used brand language, identity elements, typography, illustration, color, and garment placement to create wearable expressions of the company rather than simple logo applications. All selected Kryptek merchandise entered production. Unreleased Kill Cliff collaboration concepts are intentionally excluded from this shipped case study and can be shown later as clearly labeled concept work.
- Client
- Kryptek Outdoor Group
- Year
- 2023
- Role
- Creative Director, Art Director, Designer, Copywriter
- Disciplines
- Identity & Design Systems, Apparel Graphics, Merchandise Design, Typography, Illustration, Art Direction, Production Design, Copywriting
Context
A technical brand needed a wearable cultural expression.
Kryptek's core apparel was built around hunting performance and proprietary camouflage. Merchandise offered a different opportunity: give customers, employees, and partners a way to identify with the values and community around the brand even when they were not wearing technical field gear.
The collection needed enough range to feel collectible without becoming a set of unrelated logo placements. Graphics, phrases, typography, color, garment selection, placement, scale, and production constraints all had to work as deliberate extensions of the evolving identity system.
Insight
“Merchandise works when people wear the point of view, not just the mark.”
Strategy / Approach
Build a family of expressions around shared brand character.
The approach treated identity assets, brand language, Warrior Ethos themes, camouflage references, typography, illustration, and garment color as a flexible kit. Each piece could have its own voice while scale, placement, palette, and recurring brand cues kept the collection related.
Execution
Designed for production, not presentation only.
The work moved from concept into production-ready vector systems, colorways, garment mockups, Tek-Pak presentation, and manufacturing handoff—carrying the same brand logic from design through production.
Work
Graphics, colorways, and produced garments.
Warrior Ethos, Brand Tee, and supporting graphics are shown across artwork, garment colorways, detail crops, and production views to reveal both range and consistency.
Outcome
A shipped extension of the identity system.
All selected Kryptek merchandise entered production. The collection gave the brand a broader cultural and retail expression, expanded the usefulness of the identity system, and created customer-facing products that could carry brand character beyond technical hunting apparel.
Role & Credits
Role and contribution.
I owned the creative and art direction, graphic design, typography, layout, copywriting, colorway decisions, mockups, and production artwork for the merchandise shown. Kryptek's product and operations teams and manufacturing vendors supported garment selection, sampling, production, and fulfillment.
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