Brand + Identity

Sierra Mountain Minerals Inc. engaged Tugboat to broaden the appeal of their flagship product, SierraSil, beginning with a new identity.

The brief was simple: turn the existing brand on its head. The new ID had to be lifestyle-oriented, young and vibrant, and easily identifiable with the efficacy promoted with the product. The identity needed to migrate from the literal representation of the company name to a vibrant and invigorating expression of the product's key benefits: pain-free motion.

The resultant logo has lived up to every expectation, and continues to fuel branding and marketing efforts.