KELTY
VISUAL STRATEGY GUIDE
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KELTY VISUAL STRATEGY GUIDE
KELTY
VISUAL STRATEGY GUIDE
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VISUAL STRATEGY GUIDE
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In Backpacking the Kelty Way, Clinch later recalled, “Until Dick came along with the Kelty Pack, backpacks made your shoulders hurt. It was just awful...Dick’s design was revolutionary...he took the misery out of the sport.” He called Dick Kelty “the Henry Ford of backpacking.”
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VISUAL STRATEGY GUIDE
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TABLE OF CONTENTS
THE PAST Brand Overview
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Brand History
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Kelty’s Time Line
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THE FUTURE Our Brand Soul
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Our Mission
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Our Past Look
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Our Future Look
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Target Audience
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Current Competitors
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Future Competitors
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THE PAST Brand Overview Brand History Kelty’s Time Line
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KELTY
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BRAND OVERVIEW
Kelty has been the go to for outdoor gear since 1952. Focused on performance camping gear, sleeping bags, tents, backpacks, camping furniture providing the gear you need for all your adventures. Kelty is gear obsessed when it comes to camping, hiking, backpacking. Kelty is your trusted brand all things outdoor & adventure. Kelty is based in Boulder, Colorado, and uses the natural backdrop of the Rocky Mountains to test, create and continually innovate within their diverse outdoor product families of Light & Fast, Trail, Base camp and Travel gear. Kelty combines the best in new technology with a healthy dose of common sense to create exceptionally made and affordably priced products.
OUR HISTORY
Kelty is a manufacturer of high-end backpacks, tents, and sleeping bags owned by Exxel Outdoors, LLC. The business is based in Boulder, Colorado. The company was started by Asher “Dick” Kelty (September 13, 1919—January 12, 2004), who was one of the first gear designers to produce and market an external-frame backpack designed specifically for civilian use. He is considered to be the inventor of the aluminum-framed backpack. While spending time outdoors has always created lifelong memories, we’ve been creating gear that lasts for life since 1952. That’s when the Kelty journey began—in our founder Dick’s garage, actually. It’s where he hand crafted and welded the first backpack of many more to come, using aircraft aluminum for frames and wool carpet as shoulder straps.
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VISUAL STRATEGY GUIDE
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KELTY’S TIME LINE
1969: NON-GREEN PACKS
1952:
1973:
KELTY BACK IS BORN
“FULL-FEATURE” PACKS
1962: RETAIL AND MAIL ORDER
1954:
1963:
SALES MORE
MT. EVEREST EXPEDITION
1966: ANTARCTICA EXPEDITION
1956: 1953:
FIRST KELTY
DAYPACKS
THAN DOUBLE
KELTY, FULL-TIME
1975:
1971:
CLOTHING
1970: FIRST QUICK-RELEASE
1965:
1977:
BUCKLE
RAIN COVERS
25TH
SALES TRIPLE
ANNIVER
1974: INTERNAL
1968:
FRAME PACK
NEW FACTORY
1972: CML, INC.
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1978: WATERPROOF/BREATHABLE CLOTHING
2001: HYDRATION PACKS AND JOGGING STROLLERS
1992: KELTY KIDS INTRODUCES CHILD CARRIERS
1982:
1996:
DICK KELTY’S SIGNATURE
GRATEFUL DEAD
2012:
30TH ANNIVERSARY PACK
TREKKING
1999:
POLES
1987: FIRST
1990:
WOMEN’S
FAMILY
CATALOG
CAMPING
EXPANSION
2017: ADVENTURE
KID CARRIER
JOURNEY
2005: CAMOUFLAGE
1988:
2013:
RADIAL PACK
DRIDOWN™
1998:
RSARY
& AIRPITCH™
PANGAEA
1979:
TRAVEL
AMERICAN RECREATION
2000:
2011:
CLOTHING
LIGHTING
PRODUCTS
1994: KID CARRIERS
2002: 50TH ANNIVERSARY PACK
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THE FUTURE Our Soul Our Mission Who we were Current Competitors Now were are Target Audience Future Competitors
OUR BRAND SOUL
Kelty delives up proven gear that’s innovative, uncomplicated and built to last. But the idea is designing gear that doesn’t just last—it helps people enjoy every moment and makes their journey more easy, comfortable, and safe. It is still at the heart of what we do. Making your journey fun and effortless.
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OUR MISSION
TO EMPOWER AND ENCOURAGE PEOPLE BUILD A EASY AND CAREFREE JOURNEY AND HELP THEM ACHIEVE ADVENTURE AND CONFIDENCE.
KELTY
VISUAL STRATEGY GUIDE
We are no longer for outdoor gear but still carry the soul from Kelty. We gave new direction for outdoor adventures, it makes people more fun and confident. For our objective, we are not only about providing trip adventure and improving your mental confidence. We are also teach you traveling nursing and some survival skills in case of meet dangerous situation.
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OUR PAST LOOK These following pictures show how the old kelty look in the past. The kelty visual of the old kelty was to present normal, cozy and experimental. The overall mood and tone makes you feel kind of unfunny.
KELTY
Normal Cozy Experimental
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OUR FUTURE LOOK These following pictures show how the new kelty look in the future. According to the new mission of kelty to encourage people to build a easy and carefree journey. So, we decided to show the look more adventure and fun into people’s life.
KELTY
RELAX FUN ADVENTURE
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TARGET AUDIENCES
Our target audience focusing on a variety of people who are passionate on outdoor adventure. We are also focusing on people who are willing experience a fun and adventurous journey to make their life to be more confident and memorable.
Robert works in the bank, and has a lovely children with two cats. He is interested in all of adventure things and curious about everything about nature and want to have some outdoors experiences to improve himself confident and responsible.
KELTY
VISUAL STRATEGY GUIDE
GENDER: Male AGE: 46 OCCUPATION: Manager EDUCATION: Master’s Degree
ROBERT JOHNSON Organic Explorer
• Robert always attend outdoor events in the weekend because he wants to explore more new botanical seed to take home doing research.
• He likes go anywhere to travel because he likes to embrace the nature and reduce his stress.
• He has one kid with 4 years old, and his kid like to listen adventure story before go to the bed.
• He wants to have a strong body, but he doesn’t like going to the gym.
• He is also interested in astronomy, so he likes going to see stars in the spacious place.
• He wants to make different friends in a variety of field to enrich his personal experience.
• He likes camping with his family because it is a good way to create their special moments.
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Yanhong is a primary school teacher, and she loves outdoor exercises and international travel because she does it not only to see new things and meet new people, but enrich her understanding of the world and humanity, and our own place in it. It is really help her to teach her students.
KELTY
VISUAL STRATEGY GUIDE
GENDER: Female AGE: 55 OCCUPATION: Teacher EDUCATION: Master’s Degree
YANHONG LI Natural Protector
• She likes taking her students to get outside to exploring fresh things in the nature because she thinks her students can learn more from nature.
• She likes to observe some insect’s behavior in the nature because her dream is to be a entomologist.
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•
she really cares about her body shape, so she thinks whatever she goes to gym or attends outdoor exercises can help her has a perfect body. She loves camping because it makes her looks more confident and delightful. She wants to cultivate herself outdoor survival
• ability to enrich her extra live’s experience. •
She likes outdoor exercise with people because she thinks it enhances her unitive realization. She wants to be a healthy women, not only from
• diet aspect, but also from body exercise.
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Nilay is a high school student in Indian. He is crazy about football, so he is always get outside play football with his friends. He has a brother, and his brother likes to attend any adventurous activities. So, his brother is always invite him to attend activities during his summer or winter vacation.
KELTY
VISUAL STRATEGY GUIDE
GENDER: Male AGE: 16 OCCUPATION: High School Student EDUCATION: —
NILAY KHATRI Football Lover
• He think key benefit is that being outside enables himself to socialize and interact with peers as well as other adults, and animals.
• He loves to go outside because outdoor exercise make him relax and healthier.
• He likes going to different place to attend outdoor activities with his brother because he love to research historical culture for different cities.
• He thinks get outside can know more about the world instead of reading books at home.
• He loves hiking because he wants to enhance his body.
• He thinks get outside to attend activities makes him have a clear brain and improve his decision—making abilities.
• He is enjoying the outside exercise because it is benefit for his bone growth.
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Qingxuan is a creative photographer, and he likes everything about photography because he thinks that this art makes him learn how to observe what’s the beauty produced. Meanwhile, he thinks outdoor exercise can help him capture more interesting and precious moments. It is a good way to collect materials for his works.
KELTY
VISUAL STRATEGY GUIDE
GENDER: Male AGE: 32 OCCUPATION: Photographer EDUCATION: Master’s Degree
QINGXUAN LIN Innovative Creator
• He likes outdoor exercises because he can get some inspirations during the trip.
• He wants to enrich his experiences in order to create better works, so he loves to get outside taking a adventure.
• He likes using lens to record every image and memory, so he thinks outdoor exercise is a good way to capture these things.
• He thinks camping is a good way to take rest and release his pressure from his work, so he likes this exercise lifestyle.
• He is always on a business trip, so he doesn’t want to miss any adventurous place if he has a chance to get there.
• He is big fan with a bicycle, so he is always update the gear for his bicycle.
• He wants to join a mountaineers club because he has an objective to go to the Mount Everest.
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Johanna is an international student at Stanford University. She wants to discovery different culture and natural landscape to enhance her experience. Her hobby is backpacking to go anywhere, and she likes the feeling of embrace the nature.
KELTY
VISUAL STRATEGY GUIDE
GENDER: Female AGE: 26 OCCUPATION: Geographic Student EDUCATION: Master’s Degree
JOHANNA ALTENDORF Energetic Hiker
• She thinks going on adventure raises her tolerance for uncertainty because an adventure trip helps her learn to scope with the uncertainties in her life.
• She likes backpacking because she likes trying unknown trip for herself.
• Her dream is leave the city to move into the forest because she likes peaceful and quite environment.
•
When she was 8 years old, she already join the Mountaineers Adventure Club with her father. So, she love to explore more place.
•
She wants to open a outdoor store because she wants more people to know the fun of the outdoor adventure.
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She also enjoys skiing because she feels free and excited when she from the top slide to the bottom. She has embark all of the mountain in the Germany,
• so she wants to challenge all of the mountain in the U.S.
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Daniel pay more attention on his body training and diet control. He wants to have a perfect body shape and healthy standard. When he was a little boy, he wants to be a boxer. What’s more, he hope to someday can represent USA to attend competition in the world.
KELTY
VISUAL STRATEGY GUIDE
GENDER: Male AGE: 40 OCCUPATION: Gym Trainer EDUCATION: Bachelor’s Degree
SEAN RODRIGUEZ Body Builder
• He like everything is related to exercise and body built. So, he sometimes will get outside to take an adventure trip.
• He thinks outdoor exercise is really suitable for him because he has endurance and smart brain.
• He is always to learn new survival skills because he likes to pursue some excited and adventurous things from the nature.
• He likes hiking because he enjoy the achievement in the top of the mountain.
• He is always taking his parent to attend outdoor events because he thinks it can makes his parent healthier and happier.
• He also thinks keeping do exercise is a good way to become confident and attractive, so he is already keep do exercise 15years.
• He thinks eggs provide nutrition for him, and exercise provide spirit mentor.
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Dylan is a primary school student, and he lives in a big house with his parent and two dogs. He likes play video games and watch talk show. He thinks the most happiest thing is lying down the bed with plentiful snacks to watch the talk show.
KELTY
VISUAL STRATEGY GUIDE
GENDER: Male AGE: 8 OCCUPATION: Primary School Student EDUCATION: —
DYLAN KAGASOFF Network Addict
• He doesn’t like outdoor exercise because he is not interested in the natural things.
• He likes spend more time to play video game at home, instead of going to the outside do exercise.
• He is a electronic devices fans, so he is only interested in what’s new product released.
• He doesn’t like camping because he feels too tired and boring.
• His parents are busy, so most of time his grandparents take care of him.
• He wants to be a game designer because he really love to play video game.
• He is also interested in drawing with his textbook, so he wants to learn painting.
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Amy is a fashion designer in USA , and she loves all of things which are related to fashion. She thinks fashion is an important part in her life. She doesn’t care anyone how to look at her, and she just want to be herself. She thinks fashion is unrelated to the age, it is only related to your what your think.
KELTY
VISUAL STRATEGY GUIDE
GENDER: Female AGE: 65 OCCUPATION: Fashion Designer EDUCATION: Master’s Degree
AMY ZAHIRSKI Fashion Pioneer
• She loves to do some simple exercises every day, but she is not interested in outdoor exercises because it is too tired for her.
• She always keep the good body shape, but she never goes to gym because fashion can monitor her control her diet.
• She thinks most outdoor clothing are far away from fashion, so this is why she doesn’t want to get outside for adventure.
• Her children thinks she is really sensitive for the color and beauty, but she doesn’t no any feeling for any exercises and activities.
• She has a plenty of dresses and tops hang in her wardrobe, but no one sport suit in it.
• When she was young, her knee hurt in an accident, so she can’t attend any outdoor events.
• She always get lost in the city, so she is not suitable for outdoor exercise.
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CURRENT COMPETITOR
The North Face, Inc. is an American
Arc’teryx is a Canadian outdoor clothing
Icebreaker is a privately held merino
outdoor product company special-
and sporting goods company founded
wool outdoor and sport clothing
izing in outerwear, fleece, coats,
in North Vancouver, British Columbia, in
designer and manufacturer, head-
shirts, footwear, and equipment
1989. The name and logo of Arc’teryx
quartered in Auckland, New Zealand.
such as backpacks, tents, and
refer to the Archaeopteryx, the earliest
sleeping bags.
known bird.
Our mission is to create innovative
Black Diamond Equipment is a
high performance gear that
manufacturer of equipment for
reflects our love of adventure and
climbing, skiing and mountain
our devotion to the outdoors.
sports, based in Utah, USA.
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Oakley, Inc., based in Lake Forest,
Mammut Sports Group AG (also known
The Chaco brand provides a variety
California, and a subsidiary of
as Arova-Mammut AG, Mammut AG) is a
of outdoor-influenced fashion
Italian company Luxottica, designs,
Swiss producer of mountaineering and
sandals, shoes, flip-flops, boots
develops and manufactures sports
trekking equipment with headquarters in
and accessories.
performance equipment and
Seon, Switzerland.
lifestyle pieces.
Patagonia, Inc. is an American
Everything we make, every store
clothing company founded by Yvon
we open, every aspect of our
Chouinard in 1973 that sells and
business has been founded upon
showcases mainly sustainable out-
the outdoor lifestyle.
door clothing. Based in Ventura, California.
ADJACENT COMPETITOR
Trek Bicycle Corporation is a major
Life Time Fitness (stylized as LIFETIME
The Schwinn Bicycle Company was
bicycle and cycling product manu-
FITNESS) is a chain of fitness centers (or
founded by German-born mechanical
facturer and distributor under
health clubs) operating in the United
engineer Ignaz Schwinn (1860—
brand names Trek.
States and Canada.
1945) in Chicago in 1895.
Equinox Fitness is an American
Burton and its team of pro riders
luxury fitness company which oper-
develop products for snowboarding
ates several separate fitness
and the snowboard lifestyle, includ-
brands: Equinox Fitness, PURE
ing snowboards, boots, bindings,
Yoga, Blink Fitness, and SoulCycle.
outerwear and layering.
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K2 Skis has been seeking fun
Billabong’s surfing lifestyle meant get-
Volcom sponsor top skateboarders,
through innovation since 1962.
ting in your kombi van packed to the
snowboarders and surfers who
Our all-mountain philosophy and
rafters with surfboards, surfmaps, tents
are all supported by a strong market-
technological advancements
and sleeping bags and heading to the
ing infrastructure.
continue to lead the ski industry.
coast for classic surfing safari.
Wilson maanufactures and com-
Everything we make, every store
mercializes a variety of Balls
we open, every aspect of our
for several sports, such as american
business has been founded upon
football, soccer, tennis, basketball,
the outdoor lifestyle.
baseball and volleyball.
FUTURE COMPETITOR
YOGiiZA makes and sells high quality
Taylormade were committed to combining
Lego A/S, doing business as The
organic cotton clothing for yoga.
innovation with authenticity, to always
Lego Group, is a Danish family-owned
We also supplies the finest organic
be passionate about the game, and
company based in Billund, Denmark.
cotton Towels and Linens for hospi-
pledged to be competitive — to work hard
It is best known for the manufacture
tality. Ecofriendly.
to establish itself and grow.
of Lego-brand toys, consisting mostly of interlocking plastic bricks.
Ikea designs and sells ready-to-
Kickstarter is an American public-
assemble furniture, kitchen
benefit corporation based in
appliances and home accessories.
Brooklyn, New York, that maintains a global crowdfunding platform focused on creativity.
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Berkley is a fishing tackle company
Land Rover is a car brand that specialises
AMC (stylized as aMC) is an
founded in Spirit Lake, Iowa in
in four-wheel-drive vehicles, owned by
American basic cable and satellite
1937 as Berkley Fly Co. by Berkley
British multinational car manufacturer
television channel that is owned
Bedell. Berkley is most known for
Jaguar Land Rover, which has been
by AMC Networks.
its brands Berkley Trilene fishing
owned by India’s Tata Motors
line and Powerbait scented lures.
since 2008.
Green Apple Books & Music is
Bose Corporation is an American
regularly voted best Used
privately held corporation, based
Bookstore and Best Independent
in Framingham, Massachusetts,
Bookstore in the Bay Area by
that designs, develops and sells
readers of the San Francisco.
audio equipment.
KELTY
Design Rongke (Carrie) Wang Professor Hunter Wimmer Class Nature of Identity
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