TEGG
TEGG is a contemporary British outdoors brand and YouTube channel rooted in the Peak District, with a natural-fibre clothing label, TEGG CO., launching off the back of the channel. The project covers the full visual identity system: logo, palette, typography, and a two-mode photography treatment. The brand is positioned alongside contemporary editorial sport labels like MAAP, Satisfy, and District Vision, away from the heritage national-park category it sits adjacent to.
Branding, Art Direction, Visual System, Photography
2026
Challenge
British outdoors branding is dominated by vintage badge work, heritage typography, and golden-hour hero shots, a visual language now indistinguishable across dozens of brands. The challenge was to build an identity that reads clearly as outdoors and clearly as British, without inheriting that vocabulary. It needed to hold across YouTube thumbnails, long-form editorial, and eventually garment labels, while staying legible to a design-literate 21 to 35 audience in the UK and Northern Europe.
Role
As founder and designer, I owned the project end to end: positioning, naming, identity system, photography direction, and supporting documentation. I built the brand to be operable solo at launch and scalable into a clothing label twelve months out, which meant every decision had to hold up both as a single-person YouTube channel and as a product brand with retail touchpoints down the line.
Approach
The name comes from Tegg's Nose, the gritstone hill above Macclesfield, and from tegg, local dialect for a yearling sheep. A hill and an animal, a place and the life lived on it. The contour mark is drawn from actual Ordnance Survey data, not stylised. The palette carries the geography in its names: Ladybower, Fleece, Lichen, Millstone, Bleaklow. Typography pairs Sofia Sans display with IBM Plex Sans body, Cormorant italic for editorial, and JetBrains Mono for data.
Outcome
The identity is locked and in production use across channel pre-launch assets. It sits in the contemporary editorial sport register the brand was aiming for, holds together across video, print, and garment applications, and gives the channel a recognisable visual signature before a single piece of clothing has been made. The system was built to scale into TEGG CO. without rework when the clothing label launches.
