Southern Style Outfitters: Brand Launch

Southern Style Outfitters , is located inside of Ranch Outlet, an outdoors and ranch supplies retailer. They needed a way to differentiate their brand from their “house” brand so they asked Potenza to develop a website solely for their apparel.


When we began our concept development, the challenge was to come up with an icon that could relate to the company and that was also creative enough to become memorable and iconic. We started with the name and studying some shapes and forms of some of the products they offer and landed on a favorable merge of shape, letter and form.

The result? A three-dimensional contour of a hose that deciphered the “M” that now marks the company’s brand in gold, the color of their materials.