The wanderlust nature is achieved through the use of the hand-drawn tent icon + desert chic color palette. The custom font on Happy Camper was designed with triangles in mind. The letter “A” ties back in with the tent shape. The letter “C” was designed with the phases of the moon. Again, tying back into the tent icon.
The tent icon is illustrated by combining the letters “A&M” from Camper. The lines of the letters help to create a tent shape. I kept it simple and classy since the icon will most likely be printed small. It’s paired with a moon shape to bring in the outdoors.
Overall, the primary logo and icon convey a wanderlust and fresh feel with a nod to artisan products that the target audience is expecting from the brand.