We are often asked, “What is Dirt Road Co.?” It has taken us years to craft the words.
THE PATH WE TAKE TO TRADITION
The essence is found in the juxtaposition of two modes of passage: a highway and a dirt road. They both have a purpose. Highways are impersonal, fast-paced, and driven by brains on cruise control. They’re built for efficiency and intentionally replicated in form and function to concretize order and control.
Dirt roads do not have painted lines or guard rails. They’re dusty, unpredictable, and cared for by those who use them. Whether new or having been there for generations, dirt roads are built with the land. They are both familiar and unknown, often at the same time. Dirt roads have you drive slower. There is space and time to look around, notice, and reflect.
For us, Dirt Road is the unpaved path between where we’ve come from and where we’re going. It isn’t solely in a country setting or the back woods. A Dirt Road is anywhere we face the unknown. It is the winding, curvy line between order and chaos, where we are brave enough to develop ourselves and decide who we are going to be.
THE BRAND THAT DEFINES US
We struggle with the word “brand” as we aren’t corporate business folk and associate the term with “ownership.” The idea of being controlled doesn’t sit well with us.
When looking at the history and traditions of branding, we see how a brand is symbolic of membership. A unique brand meant that cattle owned by different ranches could graze freely together in the open range and also be connected with where they come from. This rings true.
Since 2015, our efforts to build a new company exists at the same time as there is a collective resurgence of appreciation for an old way of life.
The Dirt Road Co. brand
What was once old is new again through the connection of what Dirt Road Co. means/symbolizes for all of us.
THE CO. IS WHAT BINDS US TOGETHER
Our Co. are brave and humble, hard-working and creative. It’s in our eyes, our speech, our handshakes. It is in how we show up in the world.
A favourite song, a cold beer after a long day, Friday night memories.
We can abstract common themes from all of our lives and determine that they are good.
Dirt Road Co. is a brand that symbolizes connection and where we belong.
A knowing that we are Home.
