Arc’teryx reached out in 2023 with the concept of an in-store branded coffee shop attached to their NYC flagship retail space.
Over the course of the next year I would work
with the team to (ultimately) develop what would become
A-Frame, A Coffee House by Arc’Teryx.
Full process case study coming soon
Arc’teryx knew they wanted the theme of “Mountain Huts” to be at the center of this brand. They provided some inspiration imagery as well as the working title of “Hut Magic.” But no one felt that name was quite right.
The final boss of copywriting. With so many considerations, and the fact that almost every word in the english dictionary is trademarked, it can be a daunting task. On top of all this, this name would have to fit cohesively within the Arc’teryx ecosystem.