Extending a Brand’s Impact
Patagonia
Rebrand Project
Undertaking a rebranding of Patagonia was an enlightening exercise that showcased the significant role branding and design play in shaping consumer perceptions. The challenge of rebranding a company with such a remarkable mission, vision, and purpose as Patagonia proved demanding and rewarding. It pushed us to explore innovative avenues to amplify the brand's reach and build upon its strong foundation.
The objective was not to fundamentally change the brand but to transform it, expanding its influence to connect with a broader market and bring its values to everyday people. This gave rise to the concept of 'Patagonia Everyday'.
'Patagonia Everyday' is not a complete rebrand of Patagonia but rather an extension of the brand beyond the realm of outdoor wear. It embraces the core values of its parent company, Patagonia, by creating high-quality, enduring products that inspire individuals to explore and nurture themselves, others, and the planet. This extension focuses on activewear and basics, encouraging a mindset of investing in clothing and rejecting the fast fashion cycle.
By introducing 'Patagonia Everyday', the intention is to instil the ethos of Patagonia into people's everyday wardrobes, fostering a commitment to sustainable and thoughtful consumption. The concept empowers individuals to make conscious choices and align their personal style with the values championed by Patagonia.
The rebranding of Patagonia to 'Patagonia Everyday' establishes a powerful connection between the brand and individuals seeking to create a positive impact through their clothing choices. It signifies the brand's evolution beyond its traditional market and represents a vision of transforming the way people approach fashion, emphasising longevity, quality, and environmental stewardship.
Bringing Patagonia to Everyday People
Mission Statement
Patagonia Everyday’s mission is to create quality, long-lasting products that encourage and inspire individuals to explore and nurture themselves, others and the planet.
Establishing the notion of investing in clothing and the rejection of fast fashion beyond outdoor wear and into people’s everyday wardrobes.
History
Yvon Chouinard founded Patagonia in the 1970s following his passion for rock climbing and his drive to create renewable and non-disruptive climbing gear for climbers like him.
Since then, Patagonia has moulded their brand around a strong ethos of sustainability, creating organic, recycled, long-lasting, outdoor wear garments made for adventure.
To this day, simply wearing the label of Patagonia acts as a stance towards the protection of the environment and those who inhabit it.
The Logo
The Patagonia Everyday logo retains the essence of the original Patagonia logo while adding a modern twist. It features an updated minimalistic typeface and a fresh interpretation of the mountainscape, symbolising adventure and fitness with its dynamic, heart-rate-like appearance.
Colour
Patagonia Everyday will embrace a minimalistic approach to highlight its products and mission. The colour palette takes inspiration from Patagonia's vibrant outdoor wear while adding a natural and timeless twist. The palette makes a statement by combining natural tones with bold accents, symbolising the brand's commitment to sustainability.
Packaging Design
Patagonia Everyday will prioritise sustainability in every aspect, including packaging. The packaging design is minimal and uses recyclable or reusable materials. It features the primary logo and colours. Packaging materials include raw recycled cardboard, eco-friendly ink, hemp fibre rope, and reusable black tins and cans. This will ensure a sustainable and environmentally conscious brand experience.
Apparel
Patagonia Everyday will extend the brand's ethos beyond outdoor wear, offering minimalistic and timeless everyday staples. With a focus on longevity and practicality, the apparel collection will encourage conscious choices and reject the fast fashion culture. It will aim to provide reliable and durable pieces that remain relevant for years to come, bridging the gap between outdoor wear and everyday wardrobes.
Marketing Strategy
The marketing strategy for Patagonia Everyday will embody sustainability, equality, and kindness. Campaigns will feature diverse and inclusive everyday people making a positive impact. Visually minimalist, the campaigns will use unaltered photography with subtle colour grading to highlight the product and match the brand's aesthetic.
Social Media Marketing
Patagonia Everyday will target ethically conscious individuals and the general population through social media. Collaborations with ethically minded influencers will expand the brand's reach to like-minded audiences, amplifying the message of sustainability in fashion.
The Health Club
Patagonia Everyday believes that taking care of your health and fitness is essential for self-care and exploring our planet to the fullest. To support this mission, we have designed the Patagonia Everday Health Club.
The health club provides a dedicated space for exercise, offering a range of fitness machines, group classes, and personalised coaching for fitness and nutrition needs.
As a sustainable fitness journey Kickstarter, they will provide our health club members with a Health Pack upon sign-up. The pack includes eco-friendly essentials:
1x Patagonia Everyday x Boxed Water reusable drink bottle
1x reusable coffee cup
3x hemp fibre gym towels
1x organic cotton tote bag
1x organic cotton gym t-shirt
Integrating sustainability into the health club offerings aims to inspire individuals to prioritise their well-being while minimising their environmental impact.
Patagonia Everyday x Boxed Water
In an exciting collaboration, Patagonia Everyday will partner with Boxed Water to promote conscious consumer choices and the reduction of plastic waste.
Boxed Water shares Patagonia Everyday's commitment to environmental responsibility and actively strives to make positive changes through its operations.
Together, Patagonia Everyday and Boxed Water will create reusable drink bottles made from 100% biodegradable PHA, a naturally occurring polymer. At the end of their life, these bottles can be composted, offering a sustainable alternative to single-use plastic water bottles. The bottles retain the iconic 'box' shape of Boxed Water while incorporating the fun and earthy tones of Patagonia Everyday.
As part of the 'health pack' provided to the health club members, these reusable drink bottles will be a valuable addition to kick-start their sustainable fitness journey.
Through this collaboration, Patagonia Everyday and Boxed Water will aim to inspire individuals to make conscious choices and contribute to a greener future by reducing plastic waste.
