Stoking the
Northwoods
Community

Lost Wave is a boutique outdoor retail store located in the heart of Minocqua, Wisconsin.

Previously known as local legend BJ’s Sportshop, the new owner was ready to take the shop and the brand into the 21st century with a modern, minimal look while maintaining an approachable personality.

As an independently owned shop that offers a huge selection of gear for a wide range of activities, the challenge was to create a logo and brand that would appeal the broad community of outdoor enthusiasts that live in and travel to the Northwoods.

The marks needed to convey trust and the ongoing commitment to quality products, knowledgeable advice, and helpful guidance for all outdoor adventurers.