Dependable

Designed by TAXI West, Canada.

In a category known for overdesigned “flashy” work laced with starbursts, we decided to use simple, straightforward language (including the unconventional device of using an actual sentence in the naming structure), a simple colour palate and a bold, graphic, almost utilitarian structure. This was done deliberately to reinforce the core value of dependability that Rocky Mountain Equipment the company possesses within the product itself. After all, dependability doesn’t scream from the rooftops. It just does its job the only way it knows how.