The U.S. Army’s licensing program generates revenue for their M.W.R. (Morale, Welfare and Recreation) program. This program provides leisure services for soldiers and their families. The branding for U.S. Army products conveys a tactical and adventurous spirit that pulls aesthetic from our military's past and present.
At the point in time that initial brand development was kicking off, the Army was in the process of updating their ACU (Army Combat Uniform) which utilized a new camouflage pattern, and could not provide any visuals for reference. Tasked with creating a distinct pattern that was neither old nor new, a unique “Exploratory Camo” was developed that incorporated a modern pixel pattern with a topographic overlay. This allowed the brand to have a unique, ownable asset that could work independently yet in-step with the Army visual messaging.
deliverables
Brand Guidelines
Packaging Standards
Brand Assets
services
brand design
creative direction
art direction
copywriting
brand asset management
Client: U.S. Army
Licensing Agency: Beanstalk
Design Agency: Alternatives
