Objective: Brand Evolution
Help Camp Chef, a leader in outdoor cooking equipment, achieve next-level growth and evolve from being a manufacturer to a lifestyle brand.
The Situation
For thirty-plus years, the outdoor cooking equipment manufacturer Camp Chef has consistently held a leadership position in the hunt, fish, and camp space. And it's no wonder why. Camp Chef's equipment and gear consistently deliver five-star flavor while handling anything the wilderness can dish out.
Over that time, Camp Chef brought the same performance and versatility to the back patio as it did for the backcountry with grills, smokers, and flat tops. A loyal following rose up as outdoorsy types across the country relied on Camp Chef to bring the flavor at home and away.
Idea: Good Time Invite Togetherness
We embarked on a journey to discover the unifying belief that inspired such a great product line. Interviews, surveys, workshops, and deep dives into the category revealed something special. In these divided times, the Camp Chef team viewed their job as bringing people together through delicious food cooked outdoors, whether on a mountainside, at the seaside, or outside in the yard.
Anchored in the belief that "good times invite togetherness," we began Camp Chef's transition from a manufacturer of outdoor cooking equipment to a lifestyle brand.
First, we evolved Camp Chef's visual identity from rustic to refined, designing it to be as wearable on a customer's lid as a pellet grill's. The new Camp Chef brand system is inspired by the brand’s sleek & well-engineered products while also not forgetting the outdoor tradition that it’s widely known for. Then, we shifted their photography style from catalog-perfect to warm and relaxed. Finally, we extended this aesthetic into a comprehensive design system that included a monogram, textures, patterns, profile icons, and merchandise graphics.
Rolling out the refined Camp Chef
Together, with a fired-up Camp Chef team, we revamped their website and mobile app and used the evolved brand strategy and identity to launch trail-blazing products, compelling content, responsive digital ads, and apparel and accessories coveted by outdoor cooking enthusiasts.
Roles:
Creative Direction, Design, Brand Strategy
Partners:
Creative Team / Jason Strong, Cody Petts (Lead Design)
Strategy / David Denham, Glenn Deering, Nick DiLorenzo
Editor + Motion / Michael Dow, Chris Lacourciere
Camp Chef Team / Steve McGrath, Brandon Sparrow, Jackson Couch, Cade Huskinson, Matt Neuenswander