The concept for this startup was a new vision. They were taking old retired military vehicles and remodeling them into mobile homes and work vehicles. These heavy-duty vehicles would be capable of easily going off road to reach the rugged camping spots or rough job terrain that most vehicles on the market wouldn’t be able to handle on a regular basis. A second ask was to include the imagery of a turtle. The business owner had a connection and story that brought his idea to life, along with the concept of a turtle carrying their homes on their backs where ever they go.
The mark shifted and was reformed to fit two separate styles. One to match the hardcore sports/rugged journeymen to help rally prospective clients around the brand, and a second to show a more corporate mark to give a sense of tame strength and security.