When it comes to highly engineered outdoor tech, Jetboil is one of the pioneers. We collaborated with Jetboil on their original logo, type, and design to help them stand out as ultralight camping was initially becoming popular. Ten years later, we came together again to update everything to amplify their differentiation in the growing outdoor landscape. We advanced the strategy and design platform, updated the communications, advertising, print, digital, and overhauled the packaging to make it 100% recycled, plastic-free, and printed with vegetable-based inks.