DESIGNER

Peter Gladkevich

PROFILE/DESCRIPTION

Mortar climbing 

-Located in berkeley

Brand advantages 

-target audience of all levels of bouldering-lead and big wall climbing youth and adults. 

-sold online and in outdoor equipment stores.

- appeals to all types of climbing. 

-sells climbing apparel as well as gear.

Brand attributes 

-competitive rubber selection (quality)

-guaranteed money back if the shoes are not climbed in.

-gritty  

Brand experience 

-make people try new things 

-step out of your comfort zone 

-establish new crags (new boulder) 

 -intune with climbing culture,easy to understand 

-warm friendly employees, knowledgeable on climbing and its different styles .

 

GOALS

this design is supposed to show some of the grittiness of the rock but also be smooth. One of the goals for the designs was to keep it some of the sharp and wavy texture that the rock the brand named after has.  its supposed to took look like a rock and I think this crack design portals that well