Backwater Traditions

Backwater Traditions is an exclusive outdoor hunting and apparel company with deep Georgian roots. Their focus is to create high quality gear and to instill a strong sense of brand loyalty and pride with their customer base. Backwater Traditions is trustworthy, authentic, crafted, rugged, and bold.

My Role

Art Direction | Branding | Research

Project Duration

10 weeks


Photoshop, Illustrator, After Effects


Illustration, Client Relations 





Target Market

Backwater’s target market is between the ages of 18 and 36. They are hunting and outdoor enthusiasts with an eye for quality crafted items. For a more in depth look, check out these personas.


Backwater Traditions expressed their brand through rich photos of fishing in calm water,  antique illustrations, and stable black and white logos. Early on we did a brand character defining exercise and we were able to determine that Backwater Traditions is authentic, crafted, and bold. These strong images, and brand character words defined the Backwater logo.

Logo Design

Logo sprints helped me to create over 50 variations of the Backwater logo. The final logo sketch was chosen and multiple digital iterations were made.

Moving Forward

The client was very happy with the logo and has expressed interest in extending the logo sweet. In the next few weeks, I will create the responsive versions, a patch, and apparel tags.