THE ASK
Create a brand strategy for a small, new company to make a name for itself.
THE BRAND
BE Outfitter (BE) makes hammocks and packs for big adventures and everyday life with gear designed for any setting: the park, beach, mountains, or urban streets.
THE SITUATION
Covid led a record number of Americans to participate in outdoor recreation (1). However, with indoor activities open, consumers express uncertainty about their commitment to the outdoors (2). So, how can outdoor brands maintain momentum?
Sources: 1. Outdoor Industry Association, 2. Mintel 2021
BE Outfitter
To remain relevant, outdoor brands must do more than sell gear. They must stand for something.
BE can also stand for something big. Something you might not associate with the outdoors...
Did you know just 20 minutes of outdoor activity leads to elevated energy and better mood?
Many people already experience the mental health benefits of outdoor activity, with stress relief ranking #3 in reasons to get outside
Source: Mintel 2021
However, barriers block access to outdoor activities for some.
Lack of finances
Lack of transportation
Exclusivity (the space is seen as wealthy, white, and full of experts)
Introducing BE's new brand strategy...
Nature prescribed for all.
Brand Pillars
Fresh air is for everyone. At BE, we make the outdoors accessible and inviting.
Trailblaze for good. We protect Mother Earth so we can continue to experience her gifts.
A daily dose of nature. We are committed to increasing awareness of the mental health benefits of getting outside.
Enjoy the view. It's not about summiting the highest peaks but finding joy in everyday outdoor adventure.
Imagery Transformation
Instead of showing faceless wanderers embarking on intense expeditions, BE will show the joyful faces of people getting outside.
Strategic Partnerships
BE will donate to organizations like Inner City Anglers, which was founded by a DC-based teacher to bring the joys of fishing to his low-income students who don't have access to doing so.
Outdoor companies show people in extreme activities: scaling mountains, snowboarding, shooting down Class V rapids. The reality is 78% of consumers engage in low-key recreation (see graph below). BE's less intense visual identity and messaging will create a more welcoming view of the outdoors that's tied to a good cause.
Why This Works
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Source: Outdoor Industry Association
Strategy: Kennedy Thompson
Creative Brand Management: Allia McDowell, Hannah Jackson, Victoria Nguyen, and Nika Rahini