Jessica Luat Winter 2015

ďŹ eld notes

Rucksack est.1904 1904 est.

Travel on, my friends!

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story mission statement style guide stationary storefront & product display products hangtags marketing campaign promotional plan

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carry on...

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In 1904, Rucksack was founded by Eduard Lemi and Christof Adler. Eduard and Christof were the best of friends who’ve traveled the great Swiss Alps to meeting John Muir whilst traveling in Yosemite Valley.

Christof was from Heidelberg, Germany and Eduard was from Boston, Massachusetts. After graduation, Lemi and Adler planned to hike Europe’s strenuous mountains. During their travels, Christof noticed his backpack was torn making it impossible to hold his belongings. While stopping in town, Christof gathered leather and canvas fabrics to make a bag for him and Eduard. During their Tour du Mont Blanc hike, Eduard noticed Christof’s bag and he was very impressed; thus starting their talks of opening up their own outdoor goods store when they returned. For the next two years, they began to plan their business when Adler became very ill with influenza. Later that year, Adler passed away putting the grand opening of Rucksack on hold. In 1904, Eduard gathered the business papers to sell the store; however, he stumbled upon a note from Adler.

The note stated, “Travel on, my friend! Carry out the dream!” Later that year, Rucksack officially opened; since then, Rucksack has become a trusted outdoor goods and services to the state of Oregon.

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mission statement 6

To inspire and encourage a lifestyle of outdoor adventure

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ksack Rucest. 1904

style guide 8

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Rucksack

TYPEFACE: Rockwell

est.1904 1904 est.

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Rucksack est.1904 1904 est.

2975 Northeast Sandy Blvd. Portland, OR 97232

Rucksack est.1904 1904 est.

Travel on, my friends!

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2975 Northeast Sandy Blvd. Portland, OR 97232 \ 503.555.555 \ info@rucksack.com \ www.rucksack.com

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storefront & product display 14

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products 18

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marketing campaign 26

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Travel on, my friends!

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www.rucksack.com

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promotional plan Instagram Contest:

Purpose: To encourage the inner adventurer Hashtag: #PackLightTravelOn What to do: Post a photo of a place you would like to go, what inspires this journey, and how do you want to share this experience with the world.

Prize: Travel grant of $3000 and Rucksack gear including: backpack, t-shirt, journal, and patch

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#packlighttravelon

jessica luat applied branding winter 2015