Altara

Altara is a trail hiking brand with the sole purpose of encouraging and inspiring people to explore the outdoors. The name derives from the words Alternative and Travel. This compound word makes the brand instantly recognisable amongst current and new audiences. Tara also represents rocky hill in Irish, giving a subtle nod to the environment their equipment will be used.

The icon habits a combination of different elements. It mainly represents a compass, however there are ties to the North Star and the sun. This heavily leans into ancient wayfinding techniques used by nomads. Their target audience are the leaders of the pack. People who aren’t scared of adventure and find comfort in going off-grid…This is functional fashion at its finest… But it means much more to their audience than that.