Tently, formerly Molly Sellars, is a sustainable outdoor fashion brand born from repurposed festival waste. With the business growing, Molly felt it was the right time for a rebrand, one that felt closer to the outdoors and her Lake District base.
With a suggested colour palette from Molly, inspired by her designs, I began developing a new visual identity. The branding centres around the tent element of Tently, while leaning into the outdoor theme. The mountain-shaped motif came from that idea, with subtle tent peg points in the corners to tie everything together.
Beyond the main logo, I created a set of elements that carry the brand’s personality, short slogans, simple logo marks, and a three-colour palette that keeps everything cohesive and easy to use.
From early sketches to the final brand toolkit, I shaped an identity that captures Tently’s love for the outdoors and sustainability, simple, versatile, and full of character, like the brand itself.
Daisy Schwarzer 