January 1st, 2011

Eagle Creek Relaunches Brand in 2011

Eagle Creek has unveiled a new brand direction, part of a bold reinvention of the travel gear company, founded in 1975. The new brand identity, including a new logo, will play a key role in Eagle Creek's strategy to energize its direction and core purpose: To inspire personal discovery through travel. 

This move comes at the heels of major developments at Eagle Creek, all designed as a platform for accelerated growth. Changes included a new leadership, new corporate headquarters, VF state-of-the-art distribution center and common systems platform.

Eagle Creek embarked on the rebranding with a key understanding; that the travel consumer, who's embraced Eagle Creek's differentiated brand proposition, was ready for a brand transformation. The goal: To build the premier global travel brand, providing the best products for world travel while launching a cohesive brand image worldwide.  

Eagle Creek retained Denver-based Factory Design Labs to help with the creative rebirth of the brand. Factory is a global leader in providing world-class design for culture-driven lifestyle brands, helping them utilize new technologies in activating consumers.

Since its inception, Eagle Creek has proven itself by offering customers the most durable and functional systems for travel. Today, we're unleashing the brand's full potential, said President Michael Millenacker. We believe travel has the ability to change people for the better. This motivates us to bring innovative approaches into every facet of our business including insightful products, and interactive media to consumer touch points. It's time to get our message out; it's time to move and revolutionize the way people travel. 

With new creative and brand awareness investment, the brand's five-year goal is to make Eagle Creek a household name synonymous with travel. All while maintaining Eagle Creek's reputed authenticity and commitment to it's core values of sustainable business practices and responsible travel. 

Eagle Creek's new logo will better reflect the mission and vision of the brand. It speaks to the fluidity, movement and discovery of the travel experience. The new mark carves out Eagle Creek's territory in the marketplace with bold simplicity. Combined with new color and typeface, it highlights the organic, modern and sophisticated feel to the brand image. 

Over the years, Eagle Creek has established itself as the expert in solving complex problems for our global traveler. Our unique systems and intuitive designs are the smart choice, said Millenacker. Our new brand identity was inspired by this and by our heritage of rich discovery, personal growth and adventure.

The new brand will launch to trade at the Summer 2010 Outdoor Retailer Show, and to consumers Spring 2011.