Camelbak

CamelBak, the inventor of the original hydration reservoir, began to lose its brand differentiation and cachet with the emergence of many new hydration players on the scene.  To remedy the situation, a new brand strategy was developed that emotionally expressed the idea of breaking free.

That’s where Kindred stepped in, as their creative agency of record to revitalize the brand and express its new positioning.

We touched every part of the brand from product development and product launches, to packaging, advertising, digital and social with the goal to get the brands edge back 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 hit the market. We developed Groove’s identity, packaging, digital advertising as well as a partnership with Matt Damon for Water.org. with a limited edition Groove bottle and social campaign that surpassed goals.

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

Camelbak wanted to showcase their new brand POV at Outdoor Retailer with a big splash. Kindred conceived a new booth that had a literal water wall raining down on a 20-foot mesh curtain. We worked very closely with an exhibit design house to produce the concept, and managed all creative communications inside the space. The icing on the cake was that the booth won best in show that year at OR.