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REI Garage

In an increasingly chaotic discount space, REI needed a way to reposition their outlet business helping consumers find top-tier product without hassle and confusion.

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Taking cues from the Co-op’s beginnings as an outfitter of surplus Army equipment, our approach was guided by strict utility that highlights gear and little more.

 

Outlet—a word synonymous with bargain bin​ product and factory seconds—was first to go. After careful deliberation, Garage was selected to build upon its equity among members for scoring great deals at REI.

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As part of the exercise, we explored how the brand might be expressed across various channels including digital.

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A unique typographic voice was needed for the brand to stand apart from REI Co-op. Stenciled lettering on vintage shipping crates from the 1970s became a reference for the story and utilitarian aesthetic.

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GT Pressura Mono, a typeface inspired by lettering on shipping boxes was well suited for the project. In collaboration with Grilli Type, we designed a stencil version as the foundation for the brand identity.

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We authored robust guidelines defining elements including voice, typography, color palette, visual texture and icons.

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A new approach to product photography was needed to echo the brand’s straight-up philosophy. Product is presented simply—devoid of elaborate styling, invisible forms or drop shadows.

Services: Branding, Guidelines