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Wildara is a brand concept born from nature and myth.
It is a visual identity design for an outdoor gear brand, inspired by the hornbill — a sacred symbol of strength, wisdom, and bold spirit. Wildara invites explorers to embrace the wild, where every step becomes a story.
Adventure Awaits You.
Wildara isn't built to blend in. It’s designed to stand tall — like the hornbill that inspired it. This is more than a visual identity for outdoor gear; it's a world carved from myth, instinct, and motion.
Every curve of the logo echoes a wing in flight. Every color hums with jungle heat. Wildara doesn’t sell a product. It offers a direction — outward, onward, into the unknown. It’s where culture meets contour. Where boldness becomes wearable.
1
Observation
The design begins with close observation of the hornbill — its curved beak, upright posture, and bold contrast in color. More than a striking bird, it holds sacred meaning in cultures across Borneo and Thailand, often seen as a guardian or messenger between worlds.
This duality of form and meaning sets the tone for the brand’s foundation.
2
Symbolism
Research into cultural references revealed a rich network of associations — wisdom, loyalty, sacredness, protection. The hornbill appears in myths and languages across tropical regions, often carrying symbolic weight far beyond its physical form. These layers of meaning shaped Wildara’s tone with quiet strength and a sense of timeless significance.
3
Language
Building on the symbolic associations from the previous phase, this stage explores the voice of the brand — what it says, and how it says it.
A series of tagline drafts were generated to capture the hornbill’s bold elegance, emotional strength, and sense of motion. From poetic to purposeful, these phrases helped define the tone that would guide future visuals and messaging.
4
Typeface Selection
I explored multiple typefaces to find one that matched the brand’s tone — adventurous, approachable, and strong without shouting. The chosen typeface, a geometric sans-serif, offered clarity and rhythm. Its rounded forms echo the hornbill’s curves, while its consistent stroke weight adds stability. The lowercase “w” introduces softness; the circular “a”s anchor the mark with balance. It’s a font that feels modern, but grounded — just like Wildara.
5
Iterations
I developed three logo directions based on the hornbill form, each framed within a geometric background. I explored tropical orange and green to capture both the warmth of the sun and the sharp clarity of a telescope lens.
The hexagon shape suggested a prism or a protective halo — a nod to distant vision and sacred guardianship. This phase was about testing how shape and symbolism could coexist.
6
Refinement
I chose a minimalist direction that focused on a bold, circular background and a simplified hornbill silhouette. The orange represents courage, loyalty, and the intensity of adventure — values I wanted the brand to embody.
The circle hints at both a sun and a guardian eye, while the downward curve of the tail suggests steadiness and quiet protection. This final form feels iconic yet grounded.
Style Exploration
To push beyond logo sketches and explore the emotional landscape of the hornbill, I turned to Adobe Firefly. Using prompts such as “tropical bird illustration,” “geometric sacred sun,” and “folk-inspired wildlife poster,” I generated a wide range of visual studies. These AI-assisted explorations allowed me to test mood, tone, and symbolic weight in ways that extend far beyond conventional branding tools.
From Wild to Defined
One image stood out — vivid, untamed, almost too much. I stripped it down. Pulled the chaos into structure. Held onto the heat, the light, the silhouette.
The final poster walks a line between image and identity. The hornbill stands tall, anchored by its tail, wrapped in a halo that could be sun or signal. What’s left isn’t just a picture — it’s a presence.
Bringing It to Life
I worked in After Effects to translate the hornbill’s spirit into motion: bold entrances, steady pacing, and a soft but confident finish.
The animation features Wildara’s logo, product application, and tone of voice. It speaks to outdoor lovers — curious, independent, always looking for what’s beyond the next hill.