CASE STUDY | BRANDINGREI
Rebranding one of North America’s outdoor gear and apparel pioneers by highlighting its heritage and craftsmanship for the next generation of outdoors people.
CHALLENGEDifferentiate REI from its competitors by highlighting its longstanding influence in the outdoor community
Recreational Equipment, Inc. is a cooperative that has been owned and operated by its members since 1938. The company's story began with 23 outdoor enthusiasts who came together to purchase affordable gear for their adventures. Today, REI is more than just a store. It is your go-to local outdoor co-op, dedicated to helping you experience the transformative power of nature.
REI Co-op faces intense competition in the outdoor gear and apparel industry, making it challenging to distinguish itself from newer, more innovative companies.
STRATEGYA life outdoors is a life well-lived.
REI Co-op's unique selling proposition is "A life outdoors is a life well-lived." This proposition reflects the company's belief that spending time in nature is more than just a leisure activity; it's a way of life. REI believes that embracing the outdoor lifestyle can inspire, challenge, and transform us, leading to richer and more fulfilling lives. This approach represents a holistic way of living that emphasizes connecting with nature, promoting physical and mental well-being, and protecting the environment.
Stewards of the outdoors
REI positions itself as the "Steward of the Outdoors." The brand personifies itself as a leader or guide of the outdoors, which allows the company to differentiate itself from competitors. REI continues to advocate for purpose-driven initiatives supporting environmental causes and the community. They actively participate in sustainable business practices (e.g., REI Re/Supply - buy or rent used gears) and environmental legislations (e.g., the REPLANT Act) and help people explore and experience the transformational power of nature.
To reinforce REI's commitment to stewardship, it has adopted a cooperative business model (since the beginning) to ensure its members and the outdoor community are top priorities. REI introduces services that promote a customer-centric approach, focusing on learning, storytelling, and classes and events that bring people together outside. For over eight decades, REI has enhanced growth and societal impact in the outdoor gear and apparel industry.
SOLUTIONHighlight REI’s heritage as one of the pioneers of modern outdoor gear and apparel
REI is one of the trailblazers of the modern outdoor gear and apparel community. Its legacy showcases the company's significant contributions to the evolution of the industry.
The number of years the business has been operating highlights the company's dependable business practices and serves as a metaphor for its high-quality gear and apparel that can withstand the test of time. REI is thrilled to keep exploring the great outdoors with its community for many more years to come.
