Nomad Jax Brand Identity
Brand Identity
Apparel Design
Marketing Collateral
SCOPETom came to us with a vision for what he calls a "cool shit depot". A store that houses rugged, artistic brands he loves, plus his own creations: custom furniture, lighting, artwork, even clothing. It’s less of a home decor boutique and more "if Indiana Jones opened a general store."
The wanderer types who were perfect for Nomad Jax (digital nomads, adventure seekers, people who've lived out of a backpack) weren’t finding a place that actually reflected their lifestyle. And the local tastemakers who appreciated good design were tired of generic big-box options that all looked the same.
Nomad Jax needed a brand that could speak to both audiences without alienating either. Rugged but refined. Artistic but accessible. A place where you could buy a hand-forged knife and a vintage leather jacket in the same trip.
Brand Strategy & Positioning
Brand Positioning: Where wanderers and tastemakers find their people and cool stuff
Key Message: Cool shit for people who've actually lived
Tone of Voice: Confident, unpretentious, slightly rebellious. Never, ever precious or overly curated
Target Audience: Digital nomads, adventure travelers, and local creatives who value authenticity over trends
Differentiation: Not a boutique. Not a thrift store. A depot for people with taste and stories.
We built the brand around one insight: the people who appreciate Nomad Jax are living lives that require gear, art, and environments that can keep up. They don't want what everyone else has. They want what Tom would use himself.
Visual Identity
We created a mark that bridges Tom's two worlds: the American West and North Carolina.
The logo features a buffalo enclosed in an arrowhead (the buffalo representing the rugged Western frontier, the arrowhead nodding to North Carolina's rich Native American history.)
The mark is bold and simple enough to work on everything from storefront signage to leather patches on custom furniture. Tom loved it so much he hand-painted the logo directly onto the walls of both Nomad Jax locations, making the brand literally part of the space.
The Impact
Nomad Jax became the spot in Southern Pines, North Carolina. The kind of place people drive an hour to visit because they know they'll find something they didn't know they needed.
The brand attracted exactly who Tom wanted: the travelers passing through who recognized a kindred spirit, and the locals who finally had a place that matched their taste.
Within two years, they expanded to a second location, Nomad Jax Garage. Proof that the brand (and the business) resonated beyond even Tom's original vision.
Merch
We’ve been able to collaborate a ton with Nomad Jax over the years. So many Fall Line-created items live in their stores.
