WAY OFF TRACK
Way Off Track is an outdoor and adventure company in Okutama, Japan, still within the boundaries of Tokyo, an area of outstanding natural beauty that is rarely seen by tourism from outside of Japan. Way Off Track’s mission is to help and promote a more healthily and sustainable level of tourism and community, whilst being able to enjoy the idyllic natural beauty that is OKUTAMA. The tours offer a chance for international people to meet and connect while offering various activities such as, hiking, nature cleanup projects, overnight camping, firefly evenings, and riverside BBQ events that source natural products from the local area and help bring tourism and attention to this slowly dwindling area.
I created a brand identity that is heavily influenced by not only nature and the wilderness but also culturally akin to both Japan and the client's background. I carefully created a brand Identity that was both communicative and simple and that could be used for many applications, from print and digital to apparel, also taking into consideration the materials used for each part of the process, the business cards are made from a special recycled paper and coated to be water and tear resistant, necessary for outdoor adventures.
I also created a responsive website that was simple and easy to navigate detailing the important aspects of what it truly is to be Way Off Track. Finally, I created an apparel line that will be hand printed in Japan to order on 100% organic cotton, the apparel will be an extension of this project and displayed as a separate gallery. Thank you for watching.
Art direction - Sereni.Design
Design - Justin Sereni