A rebranding effort for REI
- Build a retail system that empowers and educates our customers in the philosophy of escapology. REI is an educator and facilitator of escapology. Escapology is a philosophy built around the belief that man’s connection and interaction with nature is essential for a complete and fulfilling life. The meaning of life is defined by playing outdoors. Our stores, staff and products all provide the essentials to becoming a master in escapology. The staff and packaging serve to educate and the products facilitate.A system of icons is used to create an efficient system that will make it easy to determine how the product should be used. These Icons are used on boxes, hang tags, and promotional items in the store. The function of the packaging is the focus. A clear, easy system. Doesn’t need to be anything more than functional. Not trying to sell, but provide education to customers. Not commercial. Feel natural, capable and smart.
- Sample spreads from the brand strategy book.