SITUATION
Eddie Bauer Eddie was perceived as a lifestyle retailer and not an adventure brand. We needed to clarify the brand with a new brand promise and tagline.
TASK
As Creative Director, Copy I owned the brand strategy and tone of voice. I wrote the creative strategy, positioning, concept statements, campaigns, and tagline.
I first started with these territory explorations.
Eddie Bauer Eddie was perceived as a lifestyle retailer and not an adventure brand. We needed to clarify the brand with a new brand promise and tagline.
TASK
As Creative Director, Copy I owned the brand strategy and tone of voice. I wrote the creative strategy, positioning, concept statements, campaigns, and tagline.
I first started with these territory explorations.
And here's the second idea:
We ended up here.
Tagline Strategies
Eddie Bauer. Live Your Adventure.
Sure, the routine—paying the bills, doing the dishes—is a fine part of living, but it’s not the reason for life. Life is the real adventure. Make it so, every day.
Eddie Bauer. Live Your Adventure.
Sure, the routine—paying the bills, doing the dishes—is a fine part of living, but it’s not the reason for life. Life is the real adventure. Make it so, every day.
Eddie Bauer. Adventure Everyday.
Simply put, carpe diem. We use adventure as a verb to create a call to action. What do you adventure? How do you adventure? Because adventure doesn’t have to be extreme. It can come from the everyday, the favorite, the familiar. It can be a matter of perspective. Tell the babysitter you’ll be late. Learn to order in Italian. Go snowboarding for your 40th birthday.
Simply put, carpe diem. We use adventure as a verb to create a call to action. What do you adventure? How do you adventure? Because adventure doesn’t have to be extreme. It can come from the everyday, the favorite, the familiar. It can be a matter of perspective. Tell the babysitter you’ll be late. Learn to order in Italian. Go snowboarding for your 40th birthday.
Eddie Bauer. Guided By Adventure.
As guides, we are trusted, credible authorities when it comes to all things adventure. But we also listen—to our world, to our customers, to ourselves. Because the best guides lead and follow.
As guides, we are trusted, credible authorities when it comes to all things adventure. But we also listen—to our world, to our customers, to ourselves. Because the best guides lead and follow.
Here's the conceptual execution.
RESULT
Rebrand contributed to $825M valuation (+188% increase over 4 years) and sparked acquisition interest.
Rebrand contributed to $825M valuation (+188% increase over 4 years) and sparked acquisition interest.
