Tonje Jæger
TRY Design
Head of Design
tonje@try.no
+47 911 29 219
Milrab is an online store for outdoor activities, fitness, and tactical equipment. The founders are former special forces operators who started the company because 'regular' sports stores didn't offer equipment at the same high standards they were accustomed to from field operations and tactical missions. Milrab provides exactly this, curated by people with credibility in the field.
Challenge
The brand wanted to highlight its unique origin story and better connect with a broader audience, including expanding its appeal across genders. They sought a robust identity that could support growth and entry into new markets.
Solution
We developed the concept "A Rank Above," preserving a strong link to military roots while broadening its associations.
The "M" in the logo not only connects to the Milrab name but also evokes imagery of mountain peaks, heart rate peaks, and military insignia—a refined continuation of the eagle symbol in a minimalist form.
To reinforce Milrab’s identity, we emphasized military precision through a technical approach to font choice and color scheme, creating a brand that is as strong and reliable as the gear it offers.
