REBRANDING AND OVERLANDING
Upstart with an “identity” crisis.
Tepui had done a stellar job of bootstrapping their way from a backyard brand to a category leader in rooftop tents.
But as the rooftop tent market became more crowded, Tepui’s branding and positionging was in need of a refresh to better connect with a broader, higher-end audience as they continued to grow.
Category benchmark with the branding to match.
Nemo developed a custom research protocol to better understand internal and external perceptions of the Tepui brand, synthesizing the results into new Target Consumer Profiles and brand positioning tenets.
From there, we created an all-new Brand Identity System including a new logo and application guidelines, along with color palette, photography style and copywriting voice and tone. Tepui’s brand now lives strongly and consistently across all marketing and product touchpoints.
Brand Value: Tepui acquired by the Thule Group in 2018