Repositioning
Wander & Rest was created to reposition Lippert's soft goods segment and introduce a higher-end bedding and textiles brand to the travel lifestyle market. The goal was to shift the brand story from functional to premium, targeting travelers who see the road as an extension of home. Starting from a creative brief, I led the full brand identity process across a 3 to 6 month timeline, shaping the visual language, tone, and market positioning that would allow the team to carry the brand from concept to shelf.
Design Rationale
The serif typography provides a warm, handcrafted feel that suggests quality and comfort. The ampersand visually connects Wander and Rest, representing the journey and a peaceful end of a trip. The earth-toned sage evokes nature, grounding, and quiet exploration, while the soft cream and greige colors add warmth and approachability. The circular logo mark symbolizes wholeness, calm, and a place of return, reflecting the brand’s balance of adventure and rest.
Developed full brand identity system including logo, typography, color palette, and brand guidelines
Directed packaging design, sales collateral, and advertising creative for product launch
Established a refined, modern visual direction that differentiated Wander & Rest within Lippert's house of brands
Took brand from brief to market-ready launch deliverables within a 3 to 6 month timeline