Better Trail
Better Trail, a modern outdoor resource and gear review brand, developed its complete brand identity, strategic positioning, and digital platform from the ground up to redefine how enthusiasts research outdoor gear. Built on a high-performance headless architecture using Next.js, Builder.io, and Cloudflare, the brand launched as a comprehensive destination for everything outdoors. By pairing a distinct visual identity with data-driven gear insights and sustainability storytelling, the brand equips everyone from seasoned gearheads to weekend hikers with trusted guidance.
[ The Challenge ]
Launching an authoritative new presence in the outdoor sector required building a complete brand identity and web application from a clean slate. Better Trail needed a distinct visual system, tone of voice, and brand positioning to stand out, alongside an intuitive digital hub designed to modernize gear research. The challenge was to seamlessly weave authentic, data-driven reviews with a core sustainability message while establishing a technical foundation capable of managing complex gear data.
[ The Approach ]
The project began by crafting a comprehensive brand identity, developing a custom logo mark, typography rules, color system, and brand guidelines that reflect the outdoor lifestyle. Building on this foundation, a custom headless web application was engineered using Next.js and React, powered by Builder.io for flexible content management and Cloudflare for edge performance. The resulting component design system translates the new brand language into an intuitive, high-speed digital experience that simplifies content discovery and guides users to the right gear.
[ Platform ]
Builder.io + Next.js (headless)
[ Services ]
UX + UI Design
Development
Visual Identity + Brand Development
Design Systems + Style Guides
[ Support ]
Brand Strategy
Email Design System
Custom Iconography
AI Image Generation + Art Direction
[ Integrations ]
Algolia Search
Klaviyo
Cloudflare
Grounded in the outdoors and built on credibility, the Better Trail brand pairs a restrained visual identity with custom iconography, art-directed imagery, and sustainability-first storytelling.
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Better Trail’s digital experience turns gear research into discovery. A fast, headless platform brings data-driven reviews, sustainability ratings, and intuitive search together, helping everyone from seasoned gearheads to weekend hikers find the right gear with confidence.
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[ Up Next ]
Coola