Naming, Logos, Brand Identity & Brand Extensions
Camp Tin Box is an RV and camping resort in the Adirondacks of upstate New York. The new owners of the property approached me to help them with a rebrand of this former Jellystone property. While the old Yogi bear themed branding was family friendly, it was a little too kitchy and lacked a connection with today’s children.
I discovered that the campground didn’t start off as a Jellystone property (this hand-off happened later in the 90's) and it was built in 1969, the same year that the Jellystone franchise was founded. This happy coincidence meant that we had a nice way to tie-in both the history of the property and the Jellystone heritage by rooting the new identity in this late 60’s, early 70’s aesthetic.
I worked with a copy team to develop the new name which is a tongue-in-cheek reference to the RV lifestyle. A lifestyle which had its initial peak popularity in the early 70s, and recently again during the pandemic as folks were looking for safer ways to vacation.
I made a special emphasis to maintain the relatable, family friendly vibe with elements that could translate to many different formats: social, web, merch, advertisements, in-room hospitality pieces, and embroidered patches for the kids.