Bohica Products was the brainchild of a Marine veteran living in Wisconsin. The motivation behind the creation of Bohica was to offer American-made, high quality products that embody the ideals of American patriots and the freedoms we enjoy every day. The brand proved to hold quite a bit of potential. Super-patriotic veteran brands are a niche industry, where generally, the design is not necessarily a priority. Creating something considered and refined can rise above the noise and prove to be hugely disruptive in a loud, raw industry such as this one. Strength and simplicity drives the thinking behind the Bohica brand. Beyond an initial identity system, a packaging system for a line of beard products, a custom typeface, apparel, collateral, an e-commerce site, and much more was considered and designed.