Camp Chef

30+ year outdoor cooking leader ready for next level growth.

What We Did‍

Lifestyle Brand Business Case
Insight Gathering
Brand Strategy
Visual Identity System Design
Brand Book

‍From Manufacturer to Lifestyle Brand – Helping Camp Chef achieve next-level growth.

‍For thirty-plus years, the outdoor cooking equipment manufacturer Camp Chef has consistently held a leadership position in the hunt, fish, and camp space. And it's no wonder why. Camp Chef's equipment and gear consistently deliver five-star flavor while handling anything the wilderness can dish out.

Over that time, Camp Chef brought the same performance and versatility to the back patio as it did for the backcountry with grills, smokers, and flat tops. A loyal following rose up as outdoorsy types across the country relied on Camp Chef to bring the flavor at home and away.

We met Camp Chef while serving its parent company Vista Outdoor. They recognized Camp Chef was primed for next-level growth. So, we made the case it was time for Camp Chef to evolve into a lifestyle brand.

We embarked on a journey to discover the unifying belief that inspired such a great product line. Interviews, surveys, workshops, and deep dives into the category revealed something special. In these divided times, the Camp Chef team viewed their job as bringing people together through delicious food cooked outdoors, whether on a mountainside, at the seaside, or outside in the yard.

Anchored in the belief that "good times invite togetherness," we began Camp Chef's transition from a manufacturer of outdoor cooking equipment to a lifestyle brand.

First, we evolved Camp Chef's visual identity from rustic to refined, designing it to be as wearable on a customer's lid as a pellet grill's. Then, we shifted their photography style from catalog perfect to warm and relaxed. Finally, we extended this aesthetic into a comprehensive design system that included a monogram, textures, patterns, profile icons, and merchandise graphics.

Armed with an 80-page brand book, a fired-up Camp Chef team revamped their website and used the evolved brand strategy and identity to launch trail-blazing products, compelling content, and responsive digital ads.