Design Strategies are born out of core values - how does what we stand for influence each brand touch point? nCamp presented an opportunity to build a brand from the ground up and Abeo defined the brand & visual brand language for this start-up outdoor goods brand.
The Market Opportunity: in a category saturated with gear designed for extremes; expensive & ultralight or entry level & maximal. The common approach involves boiling water and pouring it into a pouch...mush rather than real food. nCamp sought to position it's gear for an audience seeking to elevate their experience; enabling great meals, in the outdoors, shared with others.
The brand strives to create products with three key characteristics:
Compactness – a tight package that stores easily, allowing the user to go where they want to go. (for example, the Stove is fully collapsible and the Prep Surface nests with it).
Elevated Experience – avoiding ‘roughing it’ by making things easier and better (for example, the Café brews high quality espresso-style coffee).
Distinctive Design – the products are functional and cool (for example, the Stove has a hexagonal pattern stamped into the metal…this allows it to be thin, yet strong, while adding visual impact).
As the product line has grown, Abeo evolves the language. Whether it is the embossed logo (an indicator that the products are authentic, not sourced/rebranded) or the selection of materials (materials with integrity, that are appropriate for the function), the visual elements remain rooted in the company's core values.