Camelbak

CamelBak is the inventor of the original hydration reservoir—but as multiple new players emerged on the scene, the company began to lose its brand differentiation and caché. To remedy the situation, CamelBak began by developing a new brand strategy based on the idea of “breaking free”.

That’s where Kindred stepped in as their creative agency of record, tasked with revitalizing the brand and emotionally expressing its new positioning.

We reimagined every part of the brand, from product development and product launches to packaging, advertising, digital, and social, all with the goal to reclaim the brand’s edge with a playful irreverence it was once known for.

Kindred led the creative for the launch of Groove, one of the first filtered water bottles to go to market. We developed Groove’s identity, packaging, and digital advertising campaign. We also built a partnership with Matt Damon for Water.org featuring a limited edition Groove bottle and a social campaign that surpassed goals.

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Kindred researched and developed Camelbak Kid’s graphic program, which included strategy, product development, packaging, and end cap design. The initiative was a huge success from the outset at both REI and Target.

Camelbak wanted to make a big splash by showcasing their new brand POV at the Outdoor Retailer Expo. Kindred conceived a new booth featuring a water wall raining down on a 20-foot mesh curtain. We worked closely with an exhibit design firm to produce the concept, and managed all creative communications inside the space. As an added bonus, the booth won Outdoor Retailer’s best-in-show.