L.L. Bean is a 100-year-old outdoor clothing and equipment company widely recognized for its reliability. This school project required a logo redesign and creation of new brand materials that reflected L.L. Bean’s history and company values.

I began by researching L.L. Bean’s evolution as a company. My primary focus was to bring some youth to the brand to help carry its legacy into the future with a younger audience. I knew that illustrations could do so and could also serve to unify the assets I was creating. 

I selected a kayak for the logo to represent the L.L. Bean retail stores that display kayaks outside, and kept the logotype the same as it is well established. I created printed materials as they are essential to L.L. Bean's business and customer base, but expanded into digital assets to reflect current trends.