What I can identify with most in the brand is the boyscout influence. The red x: taken directly from the first aid merit badge and they don’t try to hide that. It’s bold, and even smarter, simple like the tool. They could definitely go a lot further, but they’ve got a good foundation with type and iconography. Some of the line art used reminds me of the knott tying diagrams in the older scout manuals. That’s just me though.

It’s a very practical tool and even more surprising brand; definitely the luxury brand of the axe world. Best Made Co. Axes. Love the gestalt.

I did a lot of camping when I was younger; not so much lately, but I definitely got in before the “wilderness chic” thing where people started using hiking and climbing equipment on a day to day basis. We’ve all seen some goofy kid going to class with a 40 liter pack on (with only 1 liter of books in it). I don’t think it was ever cool to do that, but it’s certainly around. I’m personally waiting for people to start using trekking poles everywhere they go. Perhaps they will replace the traditional walker / cane for the elderly or even become the hip new way to get to work. It’s fun to get new gear, but it’s even more fun to use it camping or hiking.