Summit Souls

The Client

Founded in 2007 as Sports4Life, Summit Souls is a premier guide to mountain climbing that blends high-altitude adventure with wellness and cultural experiences. Its mission is to inspire people to conquer high peaks, embrace well-being, and savor authentic journeys across the trails of Lebanon and the world. The company offers expertly curated hiking, trekking, and mountaineering experiences. It is led by Everest Summiteer Avedis Kalpaklian and his wife, Nisrine Khoury, a yoga and wellness expert. Together they craft outdoor expeditions that go beyond the climb, pairing physical challenge with inner balance and local culture. The original name pointed to sport, while the vision had expanded to adventure, wellness, and culture together. Their ambition was to build a format adaptable to diverse international regions, so the brand needed to work well beyond a single mountain range. That ambition set the brief for Kook in 2024 and shaped every decision that followed.

Client

Summit Souls

Year

2024

Industry

Hospitality & Leisure, Health & Wellness

The Rebrand

Kook partnered with Nisrine and Avedis to lead the strategic shift from Sports4Life to Summit Souls. Renaming a company with nearly two decades of history is a delicate move, so the work started with clarity on what the brand stands for. Their vision was ambitious: integrate high-impact outdoor adventure with multi-faceted wellness and rich cultural immersion in one offer. The name Summit Souls captures that integration, pairing the physical peak with the personal journey. It also gives the company a name that travels, since the format is designed to adapt to different international regions. Kook crafted a cohesive, contemporary brand identity that positions Summit Souls as a premier name in transformative global adventure. The work covers the foundational logo and visual system, along with a comprehensive suite of brand elements built to stay consistent across trails, trips, and screens. The identity stays modern and grounded, with room to grow.

The Digital Experience

Summit Souls sells experiences people book before they ever see a mountain, so the website carries real weight. Kook designed a new digital-first website that works as the primary home of the brand. It presents hiking, trekking, and mountaineering experiences alongside wellness and cultural immersion, so visitors understand from the first screen that this is more than a climb. The visual system carries through typography, color, and layout, keeping the digital experience consistent with the logo and the wider suite of brand elements. Clear structure and contemporary design help adventurers, wellness seekers, and culture travelers compare experiences and decide with confidence. The site is also built to scale, ready to add new destinations as the company takes its format to different regions of the world. Together with the logo and visual system, the website gives Summit Souls a complete, contemporary presence, one that matches the ambition of its founders.