BRANDING | DESIGN
Product Identity
PRODUCT IDENTITY
Wild life.
The surge in adventure culture across pet-loving suburban America prompted Petmate, the creator of the original travel kennel, to rethink the standard at-home carrier.
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They asked us to help them create an identity and a brand that would appeal to the broad market they knew would respond to their "adventure kennel." Retail customers ranging from family adventurers to the sporting enthusiast – shopping spaces from REI to PetSmart to Tractor Supply.
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The result is Basecamp.
The Basecamp mark conveys a bold, forward-looking, take-on-anything attitude while the name, by definition implies safety and the security of an always-waiting"home base." The combined mark consists of two distinct elements -
THE MOUNTAINEER
He looks ahead, seeking the next big adventure, the next unexplored territory. He is bold and confident and there is no mountain too high.
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THE BASE
Providing a solid foundation for the mountaineer's travels, the base gives him the security of knowing he always has a safe camp to return to.
WILD LIFE
Early exploration of the brand and its consumer-facing tone resulted in the creation of the Wild Life campaign. Each ad steps into the mind-space of the pet – speaking in their voice, and conveying their emotions around each pictured adventure. This messaging and approach will inform the initial marketing effort supporting the Basecamp launch.
Color palette, iconography and graphical elements were kept clean and simple.
Iconography conveys an almost adolescent feel with rounded corners and simple symbology – again stepping into the energetic, adventure-first mindset of the pets.
