Hiker Brand: From Corner Shop to Global Hiking Authority

Situation: Transforming 30-Year-Old Outdoor Company Through Specialization

The first thing we did was to understand the vision and goals of the client. We realized that the client wanted to not only dominate the local market but also extend internationally.

Although they have been in the outdoor market for almost 30 years, because the company had no proper strategy, planning, or marketing, they ended being just a corner shop. The outdoor clothing market is now saturated with BIG players owning not only a large share of the outdoor garments market but also the mindshare of active people looking for outdoor activities such as camping, canoeing, and more.

The outdoor clothing market requires brands that can compete with established players. Hiker Brand needed a brand strategy that would transform them from a corner shop to a specialized brand with global reach.

Task: Create Brand Strategy Specializing Through Niche Positioning

For this, we helped come up with a strategy that positions the brand in a niche rather than the broader “outdoor clothing” market segment. The challenge required:

• Niche positioning: Brand strategy that positions brand in niche rather than broader market
• Specialization: Strategy that makes specialization key to success
• Hiking focus: Brand identity that focuses only on hiking market
• Content marketing: Brand that utilizes content marketing and social media campaigns
• Global authority: Brand that becomes de-facto brand for hiking community worldwide
• 30-year history: Brand that honors 30-year history while transforming
• Corner shop transformation: Brand that transforms from corner shop to specialized brand

Action: Strategic Brand Development

Brand Strategy: From Corner Shop to Market Domination

The brand strategy we developed focused on specialization through niche positioning, moving from broader “outdoor clothing” market segment to focused hiking market. By focusing only on the hiking market and utilizing content marketing and social media campaigns, the company stood a chance at being a de-facto brand for the hiking community worldwide.

This strategy:

• Addresses market saturation: Market saturated with BIG players
• Recognizes mindshare: BIG players own mindshare of active people
• Emphasizes specialization: Specialization was key to success
• Focuses on hiking: Focus only on hiking market
• Leverages content marketing: Utilize content marketing and social media campaigns
• Builds global authority: Become de-facto brand for hiking community worldwide

Brand Solution: Hiker Brand Naming and Visual Identity

Once the positioning strategy was in place, we set to work researching and brainstorming a name that would fit the new direction. We wanted to create a name that would carry some weight and instantly create an association with hiking and be perceived as a major brand. Among the various brand name ideas, we came up with, “Hiker Brand”, was the right fit. It aspires to position the client as “the” brand for hikers.

We then proceeded to create a visual identity that involved a series of logo designs centered around the idea of mountains and an emblem-like design to further drive home the brand status of the strategy and the awesome brand name.

This brand solution:

• Creates weight and association: Name carries weight and creates instant association
• Establishes hiking association: Instantly creates association with hiking
• Positions as major brand: Perceived as major brand
• Positions as the brand: Positions client as “the” brand for hikers
• Uses mountain logo: Logo designs centered around idea of mountains
• Creates emblem design: Emblem-like design drives home brand status
• Develops visual identity: Complete visual identity system

Result: Brand Strategy That Transforms Corner Shop to Global Authority

The brand strategy and visual identity we created for Hiker Brand successfully transforms a 30-year-old outdoor clothing company from corner shop to specialized hiking brand. The comprehensive brand transformation delivers:

Strategic Outcomes

• Niche positioning: Brand strategy successfully positions brand in niche rather than broader market
• Specialization: Strategy successfully makes specialization key to success
• Hiking focus: Brand identity successfully focuses only on hiking market
• Content marketing: Brand successfully utilizes content marketing and social media campaigns
• Global authority: Brand successfully becomes de-facto brand for hiking community worldwide
• 30-year history: Brand successfully honors 30-year history while transforming
• Corner shop transformation: Brand successfully transforms from corner shop to specialized brand
• Complete brand system: Brand naming, visual identity, and logo designs create unified experience

Implementation Success

Today, Hiker Brand uses this comprehensive brand identity to attract hikers worldwide. The “Hiker Brand” naming carries weight and instantly creates association with hiking, positioning them as “the” brand for hikers, while mountain-centered logo designs and emblem-like design drive home brand status. The brand successfully positions Hiker Brand in niche hiking market rather than broader outdoor clothing market segment, utilizing content marketing and social media campaigns to become de-facto brand for hiking community worldwide, with brand strategy that transforms company from corner shop without proper strategy, planning, or marketing to specialized brand with clear positioning and visual identity that carries weight and creates instant association with hiking.

Related Case Studies

For more examples of brand strategy and positioning work, see our case studies on The Hiker Brand Label Design (complete transformation story), Apparel and Accessories Brand Identity (fashion brand strategy), and Fitness Apparel Logo Design (sports brand positioning).