‘Win the wilderness’
Outdoor Gear Tagline Case Study
How we helped an innovative outdoor gear brand frontier further.
THE CONTEXT
Alaska Gear Company was an established outdoor brand rooted in the nation’s rugged backcountry. While they had a strong reputation, they lacked a galvanizing tagline that truly captured their spirit, purpose, and brand DNA. Their existing messaging felt descriptive rather than inspiring — it didn’t fully reflect their adventurous ethos or set them apart in an increasingly competitive market. They needed a tagline that was bold, aspirational, and forward-thinking —one that would resonate with their core audience while reinforcing their mission and values.
THE WORK
We immersed ourselves in the brand, working closely with their team to understand their purpose, values, audience, and competitive landscape. From there, we developed a series of tagline options, each designed to elevate their positioning and ignite a sense of adventure. Along with each tagline, we provided strategic rationale, ensuring alignment with the brand’s vision and long-term goals. The result was a tagline that didn’t just describe the brand — it embodied its energy, inspiring both loyal customers and new explorers.
WHAT WE DID:
Brand exploration and discovery
Audience analysis and competitor audit
Tagline generation and presentation, including rationale and strategy
Collaboration and refinement
Messaging and brand alignment
THE OUTCOME
The new tagline became a powerful rallying cry, reinforcing the brand’s leadership in the backcountry space. It provided a clear, compelling message that resonated across marketing channels, from product packaging to digital campaigns. Internally, it unified the team around a shared vision, helping to guide future storytelling and brand initiatives. By crafting a tagline that was both aspirational and authentic, we helped the brand step confidently into its next chapter.
THE TAKEAWAY
A great tagline isn’t just a phrase — it’s a declaration of purpose. It’s a promise. By digging deep into the brand’s identity and understanding what truly moves its audience, we created a tagline that felt inevitable, like it had always belonged. This project proved that when messaging is both strategic and inspiring, it doesn’t just capture attention—it cements a brand’s place in the hearts and minds of its customers.
