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 Millennial Mom.

The vision: a modular camping system designed to make setup, cleanup, and breakdown easier—giving families more time to actually enjoy the outdoors.

Services: logo, brand identity, brand standards, advertising, packaging, video and retail environment