Aletsch is a brand built in the image of the Alps: cold, vast, and unforgivingly precise. Named after the largest glacier in Europe, the identity had to reflect more than just nature—it needed to express the elemental harshness and quiet strength of high-altitude environments.

My strategy was to reject the overly romanticized, earth-toned aesthetic that dominates the outdoor space. Instead, I developed a brand rooted in technical clarity—minimalist, modern, and cold by design.

The visual language reflects the same precision as the gear itself: glacial whites, steel blues, hard edges, and negative space that mirrors open terrain.