Duluth Trading Company: Outdoing Outdoor Rec
The Challenge:
DULUTH TRADING COMPANY has been designing American workwear and outdoor apparel for over 30 years. Following the successful launch of Alaskan Hard Gear, a sub brand specializing in outdoor-rec apparel, the brand was ready to expand beyond just apparel for colder climates. ALASKAN HARD GEAR was now creating innovative and functional collections for all seasons. ALASKAN HARD GEAR by Duluth Trading Company was re-branded under a new name, AKHG. The renewed brand made an enemy out of romanticized recreation with new collections of innovative outdoor apparel for a more hardcore outdoor enthusiast. Our challenge was to re-introduce AKHG and celebrate the new product innovations for all seasons.
The Opportunity:
The outdoor recreation apparel market was pretty crowded. Most brands dramatized outdoor adventure as picturesque experiences complete with great weather and moderate physical strain. AKHG however, was aimed at a different kind of adventurer. Our target thrived in extreme weather situations and challenging terrain. The work involved in their effort was their play and romanticized rec was the enemy. AKHG has the gear to survive whatever mother nature has in store, and given this target, it will be anything but romantic.
Seasonal spots were reformatted into a full series of paid social films celebrating key product benefits. The new brand architecture and visual identity provided the consistency through the line.
Duluth Trading Company: Being Buck Naked
Buck Naked has been Duluth’s flagship underwear brand for almost 12 years. The disruptive below-the-belt humor paved the way for a slew of copycat startups over the years. And If you’re afraid of average underwear, that’s nothing short of a nightmare.
Duluth Trading Company: Ending Underwear Odor
In 2022, Duluth Trading Company looked to put an end to unwanted underwear odor with the launch of its new product line, Funk No!. The advanced anti-microbial copper technology in these unders keeps the funk far from their junk. The fully integrated campaign ran nationally across linear cable, streaming, and social.