The Boundary Waters Co. is a fictional brand I dreamt up. What started as an excuse to execute some illustrations and merch design became a full-blown visual identity. After posting some initial illustrations and mockups on IG, my internet friend, Matt Hoffman, suggested turning it into a guided canoe tour company. So that's what I decided to do.

As well as offering guided canoe tours, The Boundary Waters Co. leans heavily into its apparel and merch. They strive to be a brand that people are proud to represent by creating products that are functional for outdoor activities, while staying fashionable. In addition to the primary logo, I created a handful of other badge lockups and illustrations to be used on products.