Eureka! has been providing shelter, sleeping bags, and much more for hikers, campers, and outdoor enthusiasts for over a century. As they grew and expanded, they required design differentiation that would help communicate the authenticity and history of their brand to a mass market without letting them fall victim to being merely a nostalgia story. Together, we developed a full Living Brand platform, rebrand, and strategy to advance more functional and differentiated packaging, print, and digital executions of a new sensibility.