Hudson Group, a leader in travel retail, owns and operates over 1,000 travel convenience, specialty retail, and duty-free stores in nearly 90 travel venues across North America. Their portfolio includes the iconic Hudson stores along with a diverse range of specialty concepts.

They needed an identity for a new retail concept called Alpine Loft—a shopping experience designed to bring a unique sense of place to travelers. The goal was to create a brand that felt distinctive and memorable while aligning with Hudson’s high standards for customer experience.

Drawing inspiration from the word Alpine, we explored concepts that evoked the charm and warmth of a ski lodge, reimagined through a contemporary lens. This modern interpretation of an old ski shack combined natural textures, warm color palettes, and clean, minimalist typography to strike a balance between rustic comfort and elevated style. The result was a set of identity concepts that invite travelers to step into a cozy yet refined retail escape.