Seasonal Resident is a Muskoka-based clothing brand with a line-up of activewear and apparel inspired by the lifestyle of their countryside hometown. Following the rapid success of their luxury sister store, Cou (also branded by Fook), the team behind Seasonal Resident quickly followed up with an offering tailored to an altogether different market. Our work with Cou established a visual identity designed to hold its own among high-end, exclusive fashion brands. However, this time we were talking to a more casual audience, but one that was still fashion-forward.
And so, at the centre of this project was the demographic of people who inspired the company’s inception. The name itself, ‘Seasonal Resident’, is a reference to Canadian urbanites who frequent the countryside for vacations and getaways, coming to Muskoka to find fun and adventure. These young visitors want to dress to be active, but with the style of the city.
The logo, therefore, was designed to convey light-heartedness and a little fun. A simple typesetting of the company name in the Grenette typeface, the logo doesn’t take itself too seriously. However, with its open arms and robust letters, it balances this fun and approachability with sophistication and confidence. The asymmetry of the typeface gives it personality, while maintaining the impression of careful construction. These characteristics were the ideal reflection of the Seasonal Resident offering: casual clothing, with a commitment to design and quality.
Grenette was then supported with Graphik as a secondary typeface, used to clearly communicate details and information without stealing the show from Grenette. It’s clarity and neutrality made it the perfect partner for a primary typeface that is bold and has a few quirks.
Black and white were chosen as the brand’s primary colours, and the secondary palette was left deliberately open to cover any and all shades. This dynamic use of colour continues the theme of the vibrancy of life in Muskoka, but also gives the brand the ability to adapt to their constantly shifting clothing collection, and to adapt with the seasons that run so centrally to the company. As the changing seasons are one of the main motivations for people to visit Muskoka, it made sense to fully embrace them in the brand identity.
The culmination of these components is a visual identity that draws inspiration from Muskoka’s ‘seasonal residents’, that speaks to the lifestyle of fun and adventure, and that conveys commitment to quality through its confidence and thoughtful assembly.