And Oats – Adventure Apparel & Lifestyle Brand (2025–Present)
And Oats was born at the intersection of design, adventure, and community. Too often, outdoor apparel is either purely technical or purely aesthetic. I wanted to create a brand that celebrates the way people actually explore the outdoors—fun, intentional, and responsible—while supporting land conservation and encouraging stewardship of our public lands.
PROJECT RECAP
Building And Oats required full creative ownership—from concept to physical product and brand storytelling:
Brand identity & product design: Developed a cohesive visual identity that reflects adventure and playfulness, including logos, typography, color palette, and illustration style. Designed apparel and accessories that are functional, comfortable, and visually distinctive, reflecting real-world outdoor activity.
Community & conservation integration: Partnered with local and national land conservation organizations, incorporating educational and give-back initiatives into the brand ethos.
Content & storytelling: Produced photography, social campaigns, and packaging that communicates the lifestyle behind the brand, not just the product.
E-commerce & digital presence: Designed and launched a Shopify store, creating a seamless experience from discovery to purchase, while highlighting brand values and storytelling.
Experiential marketing: Curated community-driven events such as outdoor meetups, adventure trips, and pop-ups, building a loyal base of early adopters.
ROLES & RESPONSIBILITIES
As Founder and Creative Lead, I managed every aspect of the brand, including:
Concepting and designing all products and visual assets
Developing brand strategy and long-term vision
Creating campaigns, social content, and experiential activations
Managing partnerships and conservation initiatives
Overseeing e-commerce experience and operational launch
RESULTS
Launched a full lifestyle brand with cohesive design, storytelling, and product line.
Built a small but engaged community of adventurers, with repeat customers and social engagement reflecting brand loyalty.
Supported land conservation initiatives, tying purchases to measurable impact and reinforcing brand values.
Established a foundation for future product expansion and community-driven campaigns.
Assets & Deliverables:
Logos, typography, and visual identity
Apparel and accessory design (t-shirts, hoodies, hats, patches, stickers)
Shopify store and e-commerce design
Photography, social campaigns, and packaging
Community and conservation initiatives
CREATIVE TEAM
Mimi Wilder — Founder, Creative Lead | Brand Strategy, Design, Product
