Baer is a no-nonsense brand for people who work with their hands. It makes rugged workwear, hardware accessories, and utility clothing that’s built for grit, impact, and function. The identity needed to feel industrial, durable, and honest — without resorting to clichés.

We started with the name: short, strong, grounded. The logotype is heavy-duty, with custom-cut angles that feel engineered. The bear symbol itself becomes a character — not cartoonish, but iconic — a signal of resilience and raw dependability.

The visual system is built for clarity. From stitched-on tags to tough-as-nails packaging, every detail is designed to be used, not just admired. Baer isn’t fashion. It’s function with attitude — and the identity wears that proudly.