Opinion by Richard Baird.
Bearleader describes itself as being dedicated to seeking out spectacular events, simple pleasures, awe-inspiring landscapes, hidden gems, and regions where traditions are meticulously maintained. They share these with their readers through an online magazine, which also includes insight into the people they meet and places they come across, with the intention of inspiring others to follow in their footsteps and chart their own adventures.
Bearleader draws its name from the leading of the inexperienced on risky adventures and the rise of foreign travel in the 18th and 19th century, while its content addresses the current favour for slow living (diverse and fulfilling experiences over possessions). This is conveyed through a brand identity treatment of traditional serif typography, a varied colour palette and simple layouts created by Scandinavian graphic designers The Studio. This extended across business cards, stationery, bookmarks and Bearleader’s online magazine.