Reimagining camping and inspiring outdoor experiences

As a heritage brand under the Johnson Outdoors portfolio, Eureka had long been a trusted name among campers and outdoor enthusiasts. But with shifting demographics and a new product strategy in the works, the brand saw an opportunity to reach a different kind of adventurer.

The vision: a modular camping system designed to make setup, cleanup, and breakdown easier—giving families more time to actually enjoy the outdoors. And the new target? The Millennial Mom—a savvy, experience-driven consumer looking for convenience without compromise.

Services: brand identity, packaging, retail environment