Idea: Invite Togetherness

Over thirty years ago, Camp Chef raised outdoor cooking technology to a new level and gained a passionate following of fresh air cooks in the process. As they expanded from the backcountry to the back patio, the time was ripe to evolve from a product brand to a lifestyle brand.

Over thirty years ago, Camp Chef raised outdoor cooking technology to a new level and gained a passionate following of fresh air cooks in the process. As they expanded from the backcountry to the back patio, the time was ripe to evolve from a product brand to a lifestyle brand.

Brand

Situation

As avid outdoors people and ingenious inventors, Camp Chef excelled at offering versatile, professional-grade equipment presented in picturesque locales. But, to become a brand with a lifestyle appeal, they needed to evoke more of its soul into its operations, content, and communications. They asked us to elevate their brand strategy and visual identity system to achieve this objective.

Transformation

Our discovery process revealed a spirit of ‘inviting togetherness’ animated Camp Chef’s work. This spirit spilled over to its customer community as we heard stories of Camp Chef equipment bringing people together, from inviting the new neighbors over to making someone’s first foray into the outdoors more enjoyable. Centered on the belief “Good times invite togetherness,” we updated the brand’s look, tone, and feel to elicit more of a feeling of warmth. We refined the visual identity system to be more ‘wearable’ and elevated imagery direction to be more experiential and less perfect.

 

Impact

Launched in the summer of 2021, Camp Chef loyalists have embraced the new brand badge as it looks killer on everything from camp stoves to pellet grills to trucker hats. While more experiential content and messaging invite new fans to the brand each day.

After 26 years at Camp Chef it’s exciting to see how the brand and our products are evolving and having a real impact on people’s lives. We’re all working for something bigger, something that can make a difference in people’s lives. The Camp Chef experience is about people coming together over great food, building relationships and making memories. ”

- Brett, Head of Product Design

Video content courtesy of Camp Chef.

Brand

Strategy
Workshops
Identity
Business System
Content Planning
Packaging