In 2019, my team built a flagship apparel brand for Tractor Supply Company. The new brand, RidgeCut, replaced the aging house brand C.E. Schmidt as an emblem of durability and comfort, a mark for performance workwear. A brand built for those that live, work, and exist “Out Here”. 

The Mark

After a deep dive into competitive research, the team set out to create the mark that would appear on everything from the landing page to the seat of their pants. The result would compete directly with Carhartt, Duluth Trading Company, and Walls, while carving out space in the rural market, where clothes take a big beating and trust is a big commodity.

Apparel

The RidgeCut brand appears on a full line of workwear. The brand needed to be strong and recognizable as a solitary mark, as well as on displays and packaging. The “RC” brand mark also needed to live apart from the type and retain the same feeling.