KOOCH
A landscape in motion.
Rooted in a place.
Made for moving.
KOOCH is a concept for a contemporary Iranian outdoor equipment brand. Its brief asks for an identity with international confidence and a clear connection to the landscapes and people it is designed for.
The name evokes migration, movement, and the act of journeying. At its heart is a belief in thoughtful exploration: moving through nature with curiosity and respect.
One frame.
Changing horizons.
A consistent rectangular field meets an uneven edge. Forest, mountain, and water silhouettes change the horizon while the bold KOOCH wordmark holds the system together.
Deep green, earth orange, and blue connect each variation to a different terrain. The same graphic structure carries across the identity, from a small garment patch to the broad surface of a tent.
From a mark
to a world.
The concept applications explore how the identity lives on outdoor equipment and clothing. Shape, color, and scale connect the pieces while giving each one a distinct expression.
Concept project by Dottin. The supplied product scenes are AI-generated presentation mockups, illustrating proposed applications rather than manufactured products.