Rebranding my company for the umpteenth time was a hard decision. A brand isn’t made overnight, and brand recognition is not easily transferred. Not everyone is going to catch up when you change your name time and time again.
When I had a friend ask me, “What’s [your company] called these days?” I realized something… I was fucking up. I was fucking up big time.
The Nike swoosh wasn’t made in a night (Or maybe it was, I don’t know Carolyn Davidson’s life… more on this later). But the meaning, the essence, the undeniable power of the swoosh was hard earned through millions of dollars worth of advertising, incredible campaigns and even more incredible athletes emblazoning the symbol on their bodies. It took hard work and persistence for the brand to define athleticism.
And I took off! Toured around all of Texas to appease my thirst of the state (it didn’t), and spent some time in New Mexico, as well as Colorado while still trying to figure out my life, my business, and my future. Designed some websites, rode some bikes, read some books. Good times were had. But I wasn’t focused. I knew I had to recalibrate. I headed back home for a bit.
It wasn’t until I came back to Tulsa, sitting in my friend’s studio, working on god knows what, that I realized that I had it all along—Mochila was the name I had been looking for.
From here I set out to create the aesthetics. Images of traffic signs and road lines danced across my mind. Black and yellow. Nothing better to represent a life on the road.
Other elements began to evolve. Cowboy names to suit the rugged brand. Me? I’m Jack Wrangler. Derived from my love of Jacks (my dog, step-cat and casual boyfriend at the time) and Wrangler because of my pearl snap. What’s more cowboy than Wrangler?
And while I’ve come a long way since the beginning of this journey, Mochila has just begun.
The road to recognition is long and arduous.
And I’m on that road again.
Check out our intro video with footage I got on the road: