Breathe Outdoors Brand Story
It had been a hell of run for Campers Village. Founded in the 60’s as a purveyor of tents and awnings, the Alberta-based outdoor gear retailer had carved out a spot amongst national big-box giants and nimble online discounters. And they did it the old-fashioned away: great products sold by even better people.
By 2021, a change was due. CV wanted to revitalize their image and introduce more people to the joy of outdoor adventure. Cue the rebrand to Breathe Outdoors.
I was tasked with articulating Breathe Outdoors’ brand story. It’s one of passion, presence and accessibility. Where the great outdoors welcomes everyone — all it takes is the right gear and a little know-how.
Copy: Me
Golden sunlight lances through the trees, pulling long shadows from the wildflowers and brush below. You stop on the shaded path and look back to your partner a few metres behind. The hunched thrust of the mountain looms ahead. The air is sweet with pine and sweat.
You breathe in.
Your paddle dips silently into the glassy water as you cut through the middle of the lake. Left. Right. Left. Right. The morning sun has burned off the last of dawn’s haze and you can finally see across to the far shore. You look up. Two birds wheel lazily overhead.
You breathe out.
“Like this,” you say, guiding her hand. Your daughter’s marshmallow comes to rest over a patch of blushing coals. She smiles, her face flashing against the darkness. The marshmallow browns, bubbles then ignites. Below the winking light of the Milky Way you introduce her to the joys of a perfectly Well Done s’more.
This is Breathe Outdoors.
This is where feelings surpass fitness and connection comes above all else. Because connection is why we’re here. With the right gear and the right advice, we can all have life-changing, spirit-filling moments in places we never thought possible.
It’s out there. Waiting for us.
All we have to do is breathe.