ADA OVERLAND

While traditional rooftop tent brands often emphasize a rugged “solo adventure” aesthetic, ADA OVERLAND’s user research revealed camping’s true essence lies the warmth of shared experiences among couples, families, friends, and caravan groups in nature’s embrace. This fundamental insight shaped the guiding principle of “warm-hearted outdoor exploration,” transforming the brand ethos toward “meaningful companionship and heartfelt passion”. This visual narrative celebrates these shared values through three defining pillars: reverence for nature, trusted togetherness, and sensory delight. The new slogan—“With You, To Wonderful Destinations”—crystallizes this emotional appeal while fostering a profound sense of belonging.
The redesigned logo maintains instant product recognition through its iconic silhouette while introducing thoughtful geometric refinement. Each angle has been carefully set to either 60° or 120°, creating perfect symmetry throughout the design. The parallel lines maintain precision, while softened rounded corners add organic warmth to the otherwise technical form. This form evokes a modern and minimalist appeal. An ingenious color contrast embodies the brand spirit: the Glow Orange literally and metaphorically radiates the warmth of lantern-lit tent interiors at dusk, while the Mountain Gray anchors the brand in uncompromising outdoor professionalism. Across all applications, the visual system consistently features authentic social connections—spontaneous laughter, convoy companionship, and shared outdoor moments—all illuminated by natural lighting, especially the warm sunlight. These elements soften the rugged sense associated with traditional cross-country camping, infusing the brand with vibrant energy.
This strategic transformation masterfully balances functional precision with emotional resonance, establishing ADA OVERLAND as a premier outdoor lifestyle brand. By harmonizing rigorous graphic standards with authentic human moments, the VI design maintains the brand’ uncompromising outdoor expertise while delivering differentiated experiences rooted in safety, comfort, and shared connection.