Overview
A new brand and a new approach to outdoor gear reviews — Better Trail needed a modern, engaging design to establish their brand and modernize how people research and purchase gear through engaging, data-driven content with a sustainability focus. A bold, nature-inspired visual identity, effortless navigation, and component-based UI system combined with high-quality, authentic content enable seamless product discovery and position Better Trail as the go-to destination for outdoor enthusiasts to find the best gear.
Client
Better Trail
Industry
Outdoor
Service
Branding
UX / UI Design
Content Strategy
Agency
Elva
An Identity with Direction
Better Trail’s identity conveys movement through a distinctive “B” mark that combines a traditional arrow motif with symbolism of winding trails and switchbacks when viewed from above. The idea of “leading” visitors down the path of product discovery sits at the core of the logo. A color palette inspired by natural elements, thoughtfully chosen typography, and bespoke iconography bring the system together, establishing Better Trail as an authoritative and forward-thinking brand.
Find Gear Your Way
Streamlined navigation categories, robust filtering options based on activity or content type, and a variety of modular content page templates give visitors multiple paths to explore the site. Gear guides with a visualized rating system provide high-level information with the ability to expand into comprehensive product comparisons and individual reviews. Visitors can scratch the surface with easily digestible highlights or dive deeply into the details. Regardless of where they land, shopping links are thoughtfully injected into the experience for an unobtrusive yet easily accessible purchasing path.
Sustainability Simplified
Sustainability lies at the heart of Better Trail’s mission of ensuring outdoor enthusiasts can make informed, responsible purchasing decisions. A comprehensive rating system with supportive iconography allows every product to receive a detailed sustainability score which is clearly displayed throughout the site experience. Brands and products meeting the highest standards earn the Better Trail Certified badge, giving customers confidence that their gear choices align with attentive environmental values. This approach not only promotes eco-conscious purchasing decisions but also reinforces Better Trail’s commitment to protecting public lands and encouraging sustainable outdoor adventures.
