Coleman Rebrand
Background: Coleman is a staple brand in the outdoors industry, and has been for 120 years. While continuing to honor the past of the company, the campaign will introduce updated colors and illustrations, and incorporate the feeling of curiosity into a new logo, advertisement campaign, and packaging to fit into a modern market.
Problem: Coleman has been around for 120 years, so the brand is seen as outdated compared to new competitors (Yeti, Ketly, The North Face, Black Diamond, Patagonia, et cetera.) Consumers are tired of constantly working, and don’t feel fulfilled or have a sense of community from an internet dominated world.
Opportunity: Coleman is established as a brand that has reliable products (some customers have lanterns from upwards of 5 decades ago) and is accessible to new and more experienced campers alike. Consumers want to leave the house and explore, and form connections offline. Coleman gives consumers the chance to heal their inner child in a way, and spend time outdoors with those they care about most. The brand can take advantage of this and create updated marketing materials to remain visible and competitive in the market.
Mood board
New style guide
Print ad
Kerosene lantern package redesign
Wearable logos communicate to others someone’s hobbies, interests, and lifestyle. Social media isn’t the only medium consumers share their lifestyle with others: personality and status are communicated in their clothing, stickers, water bottles, and more. Coleman’s target audience is all kinds of people who spend their time outside. What is the first thing someone pulls out at that hike, tailgate on a hot summer day, or camping trip? A water bottle! I created a “wearable” logo that is practical for everyday use, and communicates the consumer’s interest in the outdoors even when they are at the office or home. Designed in Adobe Illustrator, and model created on Adobe Dimension.In the spirit of offline adventure & spending time with friends and family, a print ad focusing on this would be an excellent reminder to consumers to take a break, and reconnect with themselves and those they care about most. It is meant to inspire consumers to finally plan that trip or adventure they have been thinking about, and directing them to use Coleman gear as support along the way.