Created by California-based designer Olive Route for Shelter, a luxury camping company located in San Francisco, this branding is a great example of mixing two entirely different aesthetic to achieve a great brand; the result is simultaneously organic and luxurious. I believe the guys from Shelter must be very happy with this logo.
Here’s an excerpt from Olive Route that talks about the designer behind the trademark.
Olivia “Via” San Mateo is the sole proprietor of Olive-Route, a design and letterpress studio that opened up shop in April of 2005. Her approach to design is collaborative, learned from years of architecture and graphic design education. Followed up by an apprenticeship with old-school Master printers, she fell in love with the art of letterpress and found her calling. Shortly thereafter she bought her first press and started Olive-Route, just two doors down from her beloved mentors. She prints (obsessively) on vintage letterpress machines and feeds each piece by hand, mixing colors to match just right.
If you ask me, she got the match just right indeed; be sure to follow her on Twitter too.