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Eagles Nest Outfitters


Table of cONTENTS Client Profile........................................................................................................ 3-5 Creative Brief....................................................................................................... 6 SWOT Analysis...................................................................................................... 7 Expanded Audience............................................................................................... 8 Mood Board........................................................................................................... 9 Competitor Analysis........................................................................................... 10 Style Guide.......................................................................................................... 11 Logo Design.......................................................................................................... 12 Print Advertisment............................................................................................... 13 Merchandise.......................................................................................................... 14


Client Profile

About ENO In the summer of 1999, brothers Peter and Paul Pinholster decided to permanently escape the traditional workplace and make hanging out their full time occupation. They began as a small operation in Florida, planning to travel the east coast and sell hammocks at music festivals and community gatherings along the way. The boys found themselves with more business than they could handle. They settled down in Asheville, NC and continued growing the business into what is now a thriving company.

Mission At Eno, we’re not all about making quality adventure products and industry leading outdoors accessories; we’re about making the world a better place. We believe individuals can make a change, and there’s no better group of folks to do this than those in-tune with the beautiful planet we live on. We’re about inspiring a community of likeminded individuals to live for and love the outdoors: old or young, adventurer or relaxer, traveler or backyard nappers. Our products allow enopians to enjoy the peace that can be found only in nature, knowing that their purchase has helped fund conservation efforts.

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Target aUDIENCE Our products are perfect for males and females 18 to 35, middle to upper class adults, nature lovers, adventurers, environmentally friendly, campers, rock climbers, hikers, concert goers and photographers who enjoy the ability to take time off and explore the great outdoors.

Industry ENO dominates the recreational outdoor equipment industry. Our products are sold in over 1,500 specialty outdoor and sporting goods retailers in 10 countries and online at www.enonation.com. There are many great hammocks on the market, but ENO strives to provide the highest quality, most lightweight, comfortable hammocks.

Strengths & Core Competencies ENOpians are very brand loyal. Our Customers are our best source of advertising. Strive to provide customer service that is of the same quality as our products. Breaking weight boundaries with OUR lightest hammock available, the Sub7 weighing in at 6.5 oz.

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Products & Services We sell lightweight nylon hammocks perfect for camping or outdoor relaxation DoubleNest is our bestselling hammock, capable of suspending up to four hundred pounds and weighs only 20 oz. Other products include SingleNest, Pronest, JungleNest, Camonest hammocks to name a few. We also produce hammock suspension systems, Rain and utility tarps, bags and cases, hammock accessories and insulation, lifestyle gear and replacement parts.

Tone

Niche

Here at Eno we firmly believe that Our Niche market consist of backpackers simplicity is key. Like our products, our and adventures who call home wherever design style and tone are clean, simple, they hang their hammock and effective.

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Creative bRIEF

Unique Selling Propositions If you have two trees, you have a place to hang. Eno hammocks can be suspended literally anywhere with two supporting structures, because of our unique straps that are 13.5 feet long with 30 adjustment points.

Objective - Purpose - Goals ENO is currently the market leader in professional outdoor hammock manufactures. The brand has a cult-like following of adventures, including active campers, hikers, climbers and more. With this rebranding project, however, we would like to expand that market to individuals engaged in leisurely outdoor activities as well. We would like to help ENO transition from outdoor retailers such as REI to Target and Dicks Sporting Goods, where they would be more accessible to the average American.

Descriptive Words Clean, Calm, Simple, Nature, Effective

Tagline “Get out and Hammock�

Call To Action 4

If you stay inside you risk missing out on adventure so visit our website at WWW.eaglesnestoutfitters.com or your local ENO Retailer.


SWOT Analysis Strengths

Weakness

Growing popularity of active lifestyle. Market leader. Already established brand and following. High quality products. Excellent customer service. Strong Social Media Presence. Involved in charity work.

Higher than average price point. Only available to purchase through website or outdoor retailers such as REI. Lack of brand awareness to the average American. Current target audience focuses on nature lovers.

Opportunities

Threats

Expand target audience to include leisurely nature lovers. Retailers such as Target and Dicks Sporting Goods are not partnered with any particular Hammock brand. Growing popularity in outdoor activities.

Saturated market. General lack of brand awareness. Competitive nature of the recreational outdoor equipment industry.

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Expanded Audience Alex Watson

Alex grew up in an upper class family with no siblings in Chestnut Hill, Pennsylvania, where he grew to love the outdoors and nature photography. He is in love with his job as he works for National Geographic. If you are trying to find Alex on his spare time good luck, because Alex is always on the road with his ENO in the passenger seat.

Age: 25 Gender: male Location: Boulder, Co. Income: $65,000 Social Class: Middle Class Occupation: Photographer Education: Bachelors in Fine Arts at the University of Colorado Marital Status: Single Hobbies: Hiking, Camping, Photography, Rock Climbing, Skiing, and Mountain Biking

Chelsea Base Age: 23 Gender: female Location: Milwaukee, WI Income: $28,000 Social Class: Lower Class Occupation: Pet Groomer Education: University of Wisconsin - Milwaukee Chelsea grew up in an upper class family with one Marital Status: Single brother in Milwaukee, Wisconsin, where she grew to Hobbies: Hiking, Camping, love the Great Lakes and singing campfire songs with Kayaking, her Ukulele. She is in love with her job as she works for a pet groomer and gets to play with dogs. If you Rock Climbing, Ultimate are trying to find Chelsea on her spare time try Frisbee, and Playing the looking for her on Lake Superior with her yellow lab Ukulele

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Mood Board

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Competitor Analysis

What are they up t0? Here at ENO we want everyone to be successful, but were glad that our Competitors aren’t as successful as we are! Our competitors have online and store front presence, but when an ENOPian purchases one of our Hammocks their choosing to represent our brand. By producing quality online ads and with the help of our amazing social media followers, we aim to keep our brand in the forefront of our customers mind.

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Style Guide Color Palette

cmyk: 0,50,100,0 RGM: 247,148,30 Sunrise

cmyk: 80,10,45,0 RGM: 0,167,157 Aqua

cmyk: 75,5,100,0 RGM: 65,173,73 Green

TypeFACE Headlines Sub headings Hammock ( Uppercase only ) Hammock ( Uppercase only ) ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 012345678910 012345678910

Logo ( Uppercase oNLY ) Body Copy Hammock ( Uppercase only ) Hipsterish (Normal) ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 012345678910 012345678910

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Logo Design Full logo

Z Z Z aBBREVIATED lOGO

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E NO ENO

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Sample Print Ad Get out and hammock eaglesnestoutfitters.com

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ENO

My Favorite tHING IS TO GO WHERE I’V NEVER BEEN eaglesnestoutfitters.com

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Merchandise

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ENO Z

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Z ENO 12

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Eagles Nest Outfitters (ENO)