Outdoor Products is a nationally recognized brand of backpacks and camping equipment. With a logo firmly stuck in the 80’s, I still vividly recall the day we finally got the green light to completely overhaul the brand.
After the logo and design direction were established, the decision was made to relaunch the brand at the biggest trade show of the year, which was less than three months away.
That meant we needed to redesign everything: a new business system, product catalog, website, booth graphics, displays, presentations, as well as the biggest and most time-consuming project: packaging for 150+ skus.
We even managed to get a budget for a small ad campaign for the first time in about seven years:
All of this hard work ended up paying off. Pre-orders and sales at existing retailers were up for the year. Product offerings at Wal-Mart were expanded, and it wound up getting the brand a foothold in Target.
As the campaign matured, seasonal designs for larger mass-merchant partners were created:
