Strategic Brand Platform



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.