Mountain Memories
Mountain Memories runs hosted ski weeks in Rusutsu, Hokkaido. Guests arrive as strangers and leave as something closer to family: a week of deep powder, shared dinners in the lodge and the kind of days people talk about for years.
The brand needed to carry that feeling.
It couldn’t look like another resort or travel operator;
it had to feel like the trip itself, warm, a little wild and personal.
It couldn’t look like another resort or travel operator;
it had to feel like the trip itself, warm, a little wild and personal.
Brand Naming
Brand Positioning
Brand Identity
Logo Design
The identity is built around a hand-drawn oval mark, with a mountain hidden in the negative space of the letterforms.
From there it grows into a full family: a wide main lockup, a handwritten signature, a barn badge for merch, a Hokkaido mark, a flower texture and a basecamp sign-off.
Why the change?
As BLSH Technology grew, its name and identity no longer reflected what the brand actually stood for. The old name felt clinical and forgettable — and let's be honest, "BLSH" was a little too close to "bullshit" for comfort, which isn't exactly the association you want when someone's trusting your equipment with their mobility. It sounded like a component supplier rather than a company building tools that give people real independence behind the wheel, carrying no warmth and no story.
The rebrand was an opportunity to create a name and system that speaks to both sides of the business — one confident and precise enough for dealers, installers, and mobility distributors, yet human enough to connect directly with the drivers who use the product every day. Able Systems balances engineering credibility with genuine care, resulting in a brand that feels dependable, dignified, and built around freedom rather than limitation.
