Rooted in over a century of craftsmanship and integrity, this mock brand book reimagines L.L.Bean’s timeless spirit for a modern audience. The update honors the brand’s heritage—its dedication to quality, authenticity, and the restorative power of nature—while bringing clarity and cohesion to its visual and verbal identity.
From color and typography to tone and imagery, every element is designed to feel grounded, enduring, and unmistakably L.L.Bean. This campaign celebrates a legacy built outdoors—and crafted to last.
Deliverables: Brand vision, mission and voice guidelines, visual system, and sample applications.
Tone: Authentic. Welcoming. Timeless.
click through the full brand guidelines document ↓
The Spirit of L.L. Bean
A century of craftsmanship. A lifetime outdoors.
This moodboard reflects the heart of L.L.Bean: enduring quality, natural simplicity, and a deep connection to the world outside. Every element—color, texture, image, and type—draws from the landscapes that inspire us: pine forests, crisp lakes, worn canvas, and well-loved leather.
The look is timeless yet fresh, grounded in authenticity and warmth. It speaks to generations of explorers—those who know that the best things are built to last, and that nature is always worth returning to.
Built for Life Outdoors: Mock LinkedIn Posts
#1: A Century Outdoors. A New Chapter Begins.
Rediscovering a Classic.
For over a century, L.L.Bean has stood for craftsmanship, integrity, and time well spent outdoors. Our refreshed brand identity celebrates that legacy while embracing the next generation of explorers.
From color to tone, every detail was chosen to reflect what’s always mattered most: quality, comfort, and a deep connection to nature. This isn’t a reinvention—it’s a return to what makes us who we are.
Built for life outdoors. Then. Now. Always.
#2: The Outdoors is a Way of Life.
At L.L.Bean, we believe the outdoors isn’t a place you visit—it’s a way of life.
For over 100 years, we’ve crafted durable, timeless gear to help people experience the restorative power of nature. Whether it’s a sunrise hike, a family camping trip, or a quiet moment by the lake, our mission is simple: help everyone feel at home outside.
Because the best adventures don’t need to be far away—they just need to be real.
#3: Made From the Outdoors. Made For You.
Sometimes the trail is muddy. The morning is cold. The gear is packed, but the coffee’s still brewing.
Go anyway.
Because those are the moments that remind us why we do this—the crisp air, the quiet woods, the feeling of being exactly where you’re meant to be.
L.L.Bean — Made for the outdoors. Meant for you.
AMY MAY JARVIS 