Self-initiated project

Rove Standard

I designed Rove Standard as a fictional outdoor clothing identity with the directness of an equipment label. Its field manual connects the identity to garment labeling and campaign communication.

Disciplines: Visual identityBrand guidelinesApparel and merchandise
Year: 2026

Rove Standard: Identity and label master — Identity and label master

The challenge

I wanted the brand to feel capable without relying on mountain emblems, expedition nostalgia or invented technical claims. The system needed to work on a small woven label as well as a large photographic poster.

The idea

“Made for the long way” became the organizing thought. A compact rectangular wordmark and a vermilion corner tab suggest the practical details of a garment. Numbered families provide a simple product structure.

Rove Standard: Manual cover and contents — 01–02 — Manual cover and contents — 01–02

Rove Standard: Mark, clear space and color — 03–04 — Mark, clear space and color — 03–04

Rove Standard: Typography and label architecture — 05–06 — Typography and label architecture — 05–06

Rove Standard: Image direction and voice — 07–08 — Image direction and voice — 07–08

Rove Standard: Garment applications — Garment applications

Rove Standard: The Long Way campaign poster — The Long Way campaign poster

Rove Standard: Manual presentation — Manual presentation