Lumber Jack
Beard products
Lumber Jack Beard products is a fictional men’s grooming brand that began as a standalone packaging design project and naturally grew into a full brand identity. Originally inspired by red-and-black buffalo plaid, the concept evolved into a rugged lumberyard aesthetic to better match the product line: beard oil, conditioner, and shampoo.
Lumber Jack shifted from its original buffalo plaid inspiration to a more refined lumberyard theme—anchored in natural textures. I redesigned the logo to match the new visual identity, updated packaging across the beard oil, conditioner, and shampoo line, and a cohesive style guide that captured the brand’s grounded, masculine tone.The redesign communicates strength, simplicity, and heritage—bringing a rugged sense of quality to every touchpoint.
Lumber Jack began as a packaging design challenge, starting with no set name or product type. Inspired by classic lumberjack imagery and the rugged tone of men’s grooming products, I developed the concept for a beard care line and named it Lumber Jack. The visual direction was driven by the iconic red-and-black buffalo plaid pattern—instantly recognizable and full of character. As the product line expanded, each beard product was assigned a distinct plaid color: red for the conditioner, green for the shampoo, and yellow for the oil.
