Legitimizing an essential camping brand
Coghlan’s products have been a part of our camping experience for the last 65 years, however due to their affordable pricing and uncomplicated products they are often an afterthought instead of a true camping trip essential. Our task was to change this perception and prove just how legit Coghlan’s products are.
Packaging
In 2022 Coghlan’s developed a new brand, which pays homage to the iconic green that consumers had grown to recognize but also evolving to a more modern and bold design. Our job was to create a packaging system using this new brand, that stands out from the crowd to help campers and outdoor enthusiasts quickly identify the products they need and understand why they should feel confident about their purchase.
Our packaging design sought simplicity and created space for the important information to breathe. Focusing on what matters by stripping away the clutter, we created an easy decision for consumers in the busy, sometimes overwhelming environment of the competition. We also wanted to ensure there was a cohesive design that allowed the new brand to remain consistent and easy to understand across all packages, big or small.
Website
We built a website that allowed customers to buy products direct from Coglhans for the first time. Check out our website case study.
Launch campaign
Following the launch of the e-commerce website, we developed a launch campaign to raise awareness around the refreshed Coghlan’s brand and to promote the new shopping functionality on the website. Alongside our partners at TravelDesk, we developed a social media and programmatic display media plan targeting camping enthusiasts via location and interest targeting.
Creative wise, we took a simplistic approach, making the product the hero by featuring PDP imagery. From a language perspective, the outdoor space is often very serious and technical so we wanted to take the opposite approach and wrote humorous lines to capture the viewer's attention.
Working with Origin on our packaging refresh has been transformative for our brand. From the outset, the team at Origin displayed a deep understanding of our market and consumer needs, ensuring that every design element was both aesthetically pleasing and strategically sound. The end result was not just a new package identity, but a rejuvenated on-shelf presence that has seen a notable increase in consumer interest. It's not just the results, which were fantastic, but the collaborative experience and feeling of being valued as a client that really sets Origin apart.
