Branding

I love defining, refreshing and creating brands. Really delving into a user persona and developing a brand that resonates with the intended user group is an exercise in empathy connection.

The Outbound brand was due for a resfresh and was initially created as an incremental change but was finally designed with a younger user group in mind as the main users were beginning to age out of the brands main product line. The design focused on the trail sign “O” with a directional arrow “tree” inside. The new brand was anchored to a positioning statement “wake up to perfect camping” which was a nod to their simple, functional camping products that made it easy to enjoy the perfect moments we all search for when out in nature.

The positivity the new brand positioning received caught the eye of Canadian Tire who purchased the brand and made it their in house camp brand.