Madera Outdoor Co. (rebrand)
Madera is a fairly small company that could advantage from expansion. This can be achieved by not only offering items not currently sold but expanding the users. Currently, there is little diversity in who the hammocks are advertised to. To fix that the ads show diversity now as well as the creation of swag items and merchandise customers could purchase to expand the products sold on the website. I re-branded as the “hammock for all” to be a lot more inclusive than they were before. The typeface used and the updated logo takes what once felt like a niche website to one that feels more playful, welcoming, while maintaining an element of elegance.
Madera allows you to have peace of mind that ensures you that the products are made with great care and durability and gives opportunities for good wages to workers. Moreover, the company makes it affordable for almost anyone to purchase their products and you feel good knowing that while you enjoy your hammock the world also becomes a better place. Madera plants two trees for every hammock sold so that the world may never run out of perfect spots to relax at.
The logo original feels outdated and plays on the border of appropriation with the arrow. The redesigned logo speaks directly to their core values of donating two trees for every hammock purchased. By using the left and right parts of the M as the trunk of a tree and the middle part as a hammock it’s simplified, elegant, and visually appealing. Although the subtly of the first logo might require a keen eye the secondary logo adds a more humorous and playful touch to make the visuals more apparent.
Madera’s current website could benefit from a color scheme and better use of their screen real estate. This Figma prototype showcases what I envision for their company.
Users
The primary audience is Adventurous, eco-friendly people that want to enjoy the Earth as well as preserve it. They spend a lot of time in nature and therefore see the value in preserving it. For that reason, they use products that give back to the Earth and are mindful of its needs. The secondary audience would be classified as casual hammock people who are interested in a fun and unique way to relax and. experience nature.
