Reintroducing an iconic outdoor brand to a new generation of adventurers

CHALLENGE
Eureka has more than a century of heritage in outdoor gear. As the camping market evolved and new brands reshaped consumer expectations, the company needed to reconnect with modern outdoor families.

INSIGHT
Younger women increasingly became the primary decision-makers when purchasing camping equipment for their households.

IDEA

Focused on our Millennial Mom buyer persona, we repositioned Eureka as a trusted companion for modern outdoor families while honoring the brand’s long-standing heritage in camping.

IMPACT
The refreshed identity modernized the brand and renewed its relevance with a new generation of campers, repositioning Eureka within the category it helped shape for more than a century.

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PACKAGING AND POINT-OF-SALE

EUREKA BRAND ANTHEM VIDEO

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