WILD IS A MINDSET
WILD IS A MINDSET
*student work*
THE ASK
Carve a strategic path towards a premium, more inclusive future for the YETI brand.
THE SITUATION
YETI has expertly crafted their image as a brand built and meant for the wild by aligning themselves with the hook + bullet community of outdoor enthusiasts.
THE ISSUE
This image as a rugged outdoor brand only for the hook + bullet outdoor community is overplayed, stagnant, and uninclusive. In order to grow their future, YETI needs to grow their audience base.
THE INSIGHTS
Wild doesn’t have one definition.
The wild isn’t a place, it’s a mindset.
YETI isn’t an outdoor brand.
THE STRATEGY
Invite a new generation of YETI enthusiasts to seek their own wild. It is time to redefine and reshape the notions of what the wild is and who is able to experience it, because at the end of the day, the wild is in each and every one of us.
THE STRATEGY LINE
Embrace Your Wild.
THE SITUATION
YETI has expertly crafted what the wild looks like for their users by aligning themselves with the hook + bullet community of outdoor enthusiasts.
From professional anglers to big-game hunters, YETI has proven themselves to be the benchmark of quality when it comes to products withstanding the full-force of what mother nature has to offer (up to and including bear attacks).
THE ISSUE
With this notion of what the wild looks like and those who experience it, a vast majority of YETI’s users are excluded.
This hook + bullet audience only represents a small fraction of the people who use YETI products and provides a limiting view of what the wild really is. Not everyone who experiences the wild does so while hunting for their next meal, battling against the catch of a lifetime, or scaling the face of a mountain.
THE INSIGHTS
1. WILD DOESN’T HAVE ONE DEFINITION.
Wild means something different to everyone. It shouldn’t be tied to one single notion or perception, nor should there be only one group of people who get to experience what the wild is.
2. THE WILD ISN’T A PLACE, IT’S A MINDSET.
The wild isn’t somewhere you travel to in order to experience, it’s all around us.
It’s butterflies of a first date, taking the leap and switching up your schedule, navigating the concrete jungle, making the hike to class, experiencing the wave of a fanbase, or sailing down the carpool river.
3. YETI ISN’T AN OUTDOOR BRAND.
YETI isn’t an outdoor brand, they just happen to make products that work really well in the outdoors. While it’s sick that their products are bear-proof or fire-proof, their everyday users don’t need that. They just need something that’s life-proof.
THE STRATEGY
It’s time for a new generation of YETI enthusiasts to emerge.
They are a generation that defies the stereotypical notions of what someone in the wild looks like, how they act, and what they believe. They are everyday people, just like you and me.
But instead of looking like this:
They look like this:
Unlike the hook + bullet community who places themselves in the wild, the Wild Seekers seek out the wild in everything that they do.
They are students, working professionals, parents, blue-collar workers, and sports fanatics. They are everyday people.
To them, their wild is in:
The Concrete Jungle
The Carpool River
The Boardroom Shark Tank
The Hike to Class
The Wave of a Fanbase
The Untamed Build Site
MEET THE
WILD SEEKERS
The Wild Seekers aren’t spending their days testing the limits of what’s possible in the wild outdoors, as the daily adventure of life is wild enough.
They don’t need a cooler that is bear-proof or a tumbler that can withstand being run over by a car, they are seeking products that are life-proof.
The world around us and the adventures of everyday life are wild enough, so it’s time to acknowledge, accept, and recognize that.
The wild is uncomfortable, unpredictable, and all around us. It’s not something you adventure to, it is something found within all of us.
So to the Wild Seekers we say:
EMBRACE YOUR WILD
THE TEAM
Strategy: Kyra Pacific, Melina Stich, Yours Truly
Copy: Kyra Pacific, Melina Stich, Yours Truly
Design: Kyra Pacific, Melina Stich, Yours Truly