While many active enthusiasts were aware of Eddie Bauer, they viewed the brand as something their parents would wear. The brand wasn’t connecting with a new generation of enthusiasts. The challenge was less about awareness and more about returning the brand to a place of relevancy among the right target. We needed to prove that Eddie Bauer should be the go-to outfitter for modern outdoor adventures of all kinds.
Leveraging the “Live Your Adventure” equity, we balanced Eddie Bauer’s century-old heritage with modern outdoor adventure. Instead of hitting the consumer with the same old outdoor feel, we spoke to each enthusiast by focusing on the moments they love outdoors—through both copy and design. We wanted them to feel the brand as much as to be told about certain features.