Hidden Treks


This project is a concept for Briefbox's brand & identity package. It is featured in the Briefbox Student Feed, a curated collection of Briefbox work.

Hidden Treks
is a blog and website for hikers and trekkers based in the USA. As they became more popular, they'd like to expand to the UK with a limited edition printed book offering the least explored routes in the British countryside.

The deliverables are a bespoke crest logo design and a mockup of the book cover.

A white male wearing a beige hoodie against a forest backgroundA book titled "Time to explore" on a wooden surface

Creative direction

The brief mentions a simple line art style, alongside complimentary, sans-serif fonts for the logo. As for the colour palette, they love the natural green hues of the woods in the UK but would like an alternative, bright colour that pops against the more neutral, natural tones.

When sketching ideas, I tried keeping the look minimalist and a bit playful.

Sketches of hiking gearSketches of hiking gear

Final logo & branding

For the logo mark, I liked the idea of pine trees but it seemed a bit generic and overly done, so in the end I went with a camp fire as a symbol of the outdoors, camaraderie and adventure.

The font for the logo is a sleek and modern Sans serif which helps frame and elevate the logo mark. I've created 3 logo variants to be used in different situations.

I went with a nature inspired colour palette and colours that complement each other well.

3 logos saying Hidden TreksFonts used for Hidden treks, Sweet sans pro and Brother 1816Fonts used for Hidden treks, Sweet sans pro and Brother 1816
Such a great logo and variations! This would make a great case study, nice work :D
Flavia Mayer, Briefbox