Badger
An ecosystem
you can hold.
The larger idea
Every product is a window into an ecosystem worth protecting.
The opportunity
Badger earned decades of trust, but its identity became fragmented as the product range grew.
The key decision was to keep the original drawn character and build shared rules around it: one wordmark, custom type, and packaging rooted in real ecosystems. Each product family could have its own story while remaining recognizably Badger.
01
Keep the founder’s hand in the future.
Bill Whyte drew the original BADGER wordmark in 1995. Those forms led to a custom wordmark and Badger Apothecaria, a typeface that kept his hand in the system.
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02
Tie the brand to nature
The packaging shows real species and habitats—from Big Sur pelicans to coral reefs and sea turtles. A range of illustrators helped connect each product to a place worth protecting.
- 01
One badger.
A single hopeful badger became the face of the brand and a clear symbol of its values.
- 02
Real ecosystems.
Each product family is rooted in a real habitat, giving every package a distinct sense of place.
- 03
Clear architecture.
Consistent type, color, claims, and illustration keep more than 50 products easy to recognize and navigate.
03
Build a system that stretches without flattening.
The identity spans sun care, bug and outdoor products, baby and mom care, lip balm, hair oils, grooming, and gift sets. Shared rules build recognition. Category colors, habitats, and stories give each family a life of its own.
Six families. One system.
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04
The system lives where the products do.
The result
Goodness on the inside, made visible on the outside.
The system brings more than 50 packages across six product families into one recognizable identity. Shared type and layout rules organize the range; distinct habitats give each family its own character. The work extends across packaging, campaigns, and digital, with products distributed through retailers including REI, Target, and Whole Foods.
Project led by Robert Persky in an independent creative role, in collaboration with Badger’s internal team and specialist partners.
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