The Stansport brand logo and packaging design photo of person with backpack looking to horizon.

Stansport

the challenge

Stansport, a 68 year-old company with a history of supplying high-value camping gear, sought to refresh and modernize their brand with a new mark and packaging. Their goal was to grab attention and drive brand awareness in retail outlets like REI, Gander, Sportsman’s Guide and Walmart. In order to accomplish this, they required a mark and packaging that was simple and clear, would stand out in retail settings, could be easily viewable from twenty feet and provide clear product navigation.

The Stansport brand logo design with We Make Camping Fun on white background.
The Stansport brand logo design with We Make Camping Fun on white background.
The logo

The tree icon, typography and color scheme all communicates Stansport’s approachable and laid-back personality. Affirming the idea that adventures are not only for the hardcore mountaineers, but for anyone who finds themselves enjoying the outdoors and craving a breath of fresh air.

The Stansport brand logo design in a horizontal with a white background.
The Stansport brand logo design on a blue background.

making it last

Designed with the purchaser in mind, the packaging is simple, easy to use and includes a simplified and intuitive flow of information specifically tailored to the eye of the consumer.

The Stansport brand logo and packaging design book on history and guidelines.
The Stansport brand logo and packaging design pages from brand guidelines.
The Stansport brand logo and packaging design in three example boxes on white background.
The Stansport brand logo and packaging design photo of camping gear at fire.
The Stansport brand logo and packaging design in a display with a forest.
The Stansport brand logo and packaging design in a display in front of a tree.
The Stansport brand logo design on camp kettle over a fire.
The Stansport brand logo design on camping stove in outdoor scene.
The Stansport brand logo design on camping scene with a backpack.
The Stansport brand logo design on three camping kettles in a fire scene.

the impact

Stansport needed to appeal to the full spectrum of outdoor activity shoppers, from millennials buying gear for a weekend trip to the beach, to parents purchasing equipment for their kids to sleep out in the backyard or take a family hiking trip in a state park. Capsule’s updated mark and packaging layout clearly transmitted the approachable nature that Stansport has carefully fostered over the brand’s history. Choosing not to limit audiences to granola eaters or tree huggers, Stansport continues to define itself as a brand that meets consumers wherever they’re at to help get them into unforgettable outdoor experiences.

The Stansport brand logo and packaging design on transparent background.
The Stansport brand logo and packaging design for display in retail.
The Stansport brand logo and packaging design on camping gear on transparent background.
The Stansport brand logo and packaging design on camp lantern package.
The Stansport brand logo and package design on camping gear package.
The Stansport brand logo and packaging design for camping gear.
The Stansport brand logo and packaging design for camping gear.

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