OBJECTIVE: Rebrand Eddie Bauer to increase their market share in the specialty clothing and outdoor gear retail space.
SOLUTION: Expand the current audience to include the urban/suburban adventurer and increase their target
market age range to 25–54. This goal is accomplished by emphasizing Eddie Bauer’s place in daily life, rather than being only for rugged outdoor use. The mountain range with city lights creates a logo that speaks to this new merging of world’s