The outdoor recreation industry has increasingly faced a trend where its branding caters towards people who enjoy some of the more extreme thrills. This has meant that people who don’t have the knowledge or experience are left feeling overlooked and ignored. With a quarter of young Brits feeling uncomfortable and unwelcome outdoors, this further enforces the barrier to outdoor recreation.
Touch Grass is a hiking club for young adults that aims to tackle these barriers. Located in Liverpool, the club has a simple goal of getting people off the couch and up their first mountain by providing a comfortable environment that builds confidence in an outdoor setting.
Challenging the industry standard was important to the brand identity of Touch Grass. Instead of showing high-risk alpine adventures like many other brands, Touch Grass chooses to accurately reflect the beginner’s British hiking scene. Stunning views and amazing landscapes are still at the heart of the branding, but in a way that isn’t misleading. By doing so, the club fights back against the anxieties surrounding the industry and proves that the outdoors can be welcoming.