Strategic Brand Platform

Outdoor Products

Outdoor-Products_1997.jpg

For a quarter-century, Outdoor Products established a reputation among retailers for quality backpacks and related accessories that were made in the USA and supported by a lifetime guarantee. However, the brand suffered from a generic name, inconsistent design, a range of label fabrications and color combinations, and dated merchandising. Upon taking the role as marketing director three weeks prior to the Outdoor Retailer Show, Bryan reset the brand by instituting a consistent logo silhouette and a simple tagline that communicated the product category, their utility for more than camping, and their renowned lifetime guarantee.

Dated labels and merchandising were replaced by labels with neutral colorways and hangtags that emphasized the unique racetrack logo, US origin, and lifetime guarantee, framed within a textured canvas.

Dated labels and merchandising were replaced by labels with neutral colorways and hangtags that emphasized the unique racetrack logo, US origin, and lifetime guarantee, framed within a textured canvas.

Once the streamlined brand platform was joined by contemporary and consistent product design, marketing campaigns emphasized the brand's relevance to active outdoor lifestyles.

Once the streamlined brand platform was joined by contemporary and consistent product design, marketing campaigns emphasized the brand's relevance to active outdoor lifestyles.