For this rebrand, I set out to reimagine Coleman, an iconic American outdoor company, through a modern, design-driven lens while preserving the rugged heritage that made the brand a household name. For more than a century, Coleman has long symbolized durability, reliability, and nostalgia. My goal was to elevate those qualities into a refreshed visual language that speaks to today’s adventure-oriented generation without losing the spirit of the original brand.

The rebrand centers on the idea of intentionally moving the next generation out into wild. I explored how Coleman could feel more intrepid, contemporary, and connected to the natural world while retaining its practical, trustworthy brand personality. The new identity leans into a bold yet grounded aesthetic: earthy colors and clean, sturdy typography inspired by vintage field manuals and classic outdoor gear. These elements work together to honor Coleman’s legacy while setting a new direction, a direction that feels sharper, intentional, and more design-conscious.

A major focus was redefining how the brand communicates the emotional side of being outdoors. Coleman is more than equipment; it’s a catalyst for stories; late-night fireside conversations, quiet misty mornings waiting for the sun to rise; the kind of moments that shape us. The rebrand brings that narrative to life through photography style, layout systems, and a revamped lantern logo mark that feels both familiar and forward-leaning.

Across packaging, digital design, and brand collateral, the updated identity emphasizes clarity, function, and a sense of earned adventure. The redesigned system positions Coleman as a timeless yet evolving outdoor company; relevant to seasoned explorers and new adventurers alike.

Ultimately, this rebrand is a tribute to the company’s roots and a vision for its future: a brand that carries the grit of the past into the next era of exploration with confidence, authenticity, and a renewed design sensibility.