what we did
Brand Strategy & Positioning
TV / Print Production
The Eddie Bauer brand has been around for almost 100 years, and along that journey the brand lost its focus. Known more recently for their casual khakis and flannels than for their technical outerwear and outdoor heritage, our goal was simple: make the brand relevant again for today’s active outdoor enthusiast.
The first step in the process was to create a set of strategic and graphic tools that connected everything in the marketplace behind a singular creative expression. That included everything from colors, fonts and different types of photography, to retail displays, national advertising and digital executions.
This approach immediately connected the brand’s past and future, while standing in stark contrast to much of the outdoor industry which remains endlessly focused on the bloody struggle and for epic personal achievements, alone on top of a mountain.