Wild & Free is a brand specialising in custom quilts and bags, it’s inspired by woodland landscapes, earthy tones, and the quiet beauty of nature. As part of the brand vision, the client wanted a Great Horned Owl to become the defining symbol of the identity.
Client
Wild & Free Studio
Services
Logo Design
The challenge was to develop a visual identity that captured the warmth and authenticity of Wild & Free brand while avoiding the clichés often associated with rustic or vintage brands. The identity needed to feel refined, premium, and timeless, balancing a modern aesthetic with the organic character of the natural world.
A central requirement was incorporating a horned owl as the brand’s symbol – a meaningful representation of wisdom, craftsmanship, and a connection to nature – without allowing the illustration to overpower the identity. The challenge became creating a mark that felt iconic rather than illustrative, working equally well across fabric labels, leather patches, packaging, business cards, and digital applications.
The identity began by exploring the relationship between nature and craftsmanship. Rather than illustrating a realistic owl, the concept evolved into a simplified emblem inspired by traditional folk art and heritage maker’s marks. The owl was reduced to essential organic forms while maintaining its expressive character, creating a symbol that is memorable, scalable, and highly versatile.
To complement the emblem, a custom-inspired wordmark was developed featuring softly rounded terminals and subtle irregularities. These details introduce a handcrafted quality that reflects the individuality of handmade quilts and bags while maintaining a refined, premium appearance.
The arched badge format was chosen to evoke vintage maker’s labels and leather stamps, giving the identity a timeless structure that translates naturally across product tags, woven labels, and packaging.
The colour palette draws from woodland environments, combining deep olive green, warm cream, and muted terracotta to create a calm, earthy aesthetic that reinforces the brand’s connection to nature and traditional craftsmanship.
The result is a cohesive identity that feels welcoming, authentic, and enduring – a visual expression of craftsmanship, creativity, and the quiet beauty of handmade goods.