Freshline
A community favourite rebuilt its identity without losing its charm
Freshline began as a tight-knit group of riders chasing the kind of challenge that strips life back to its essentials. The brotherhood was real, but the brand was not yet defined. Their early identity was little more than a sketch, lacking the grit, scale, and spirit of their expeditions. They needed a brand that embodied what it felt like to ride with them and gave new members a flag to rally around.
Freshline began as a tight-knit group of riders chasing the kind of challenge that strips life back to its essentials. The brotherhood was real, but the brand was not yet defined. Their early identity was little more than a sketch, lacking the grit, scale, and spirit of their expeditions. They needed a brand that embodied what it felt like to ride with them and gave new members a flag to rally around.
We built the brand to feel as raw and alive as the terrain they cross. The concept centered on rediscovery, bringing men back to the earth, to discomfort, to confidence earned the hard way. Textures drawn from cartography and topography gave the system a lived-in feel. Strong typography and tactile details grounded it in the world of mud and camaraderie. The identity became a full system that could travel anywhere the club did, from jerseys and gear to expedition logbooks, giving Freshline a unified language that felt natural to its members and magnetic to those looking for something real.
