Gerber Re-Brand

While serving as creative lead at Mutt Industries, I was fortunate to lead the development of a revised brand identity for Gerber Legendary Blades.

In close collaboration with Gerber’s marketing team, we began by looking beyond the product to understand its deeper cultural significance. What quickly became clear was the brand’s enduring presence within the armed forces. In many cases, Gerber tools were issued as part of standard deployment kits, creating a bond built not through advertising but through trust in the field.

This insight became central to the work. The revised identity aimed to honour that legacy while positioning the brand with clarity and confidence for a broader, modern audience.