Camprie

Naming + branding

Branding

Advertising

A new adventure in hospitality

These last few years have shown us what we already know to be true – that connecting more deeply with the natural world and those around us is what truly matters. And there’s nothing quite like camping to get you to slow down, up close with nature, and deep in conversation around the fire. But sometimes, folks want a little less ‘camp’ in their camping. Enter Camprie — It’s a little bit campfire. A little bit Campari, with a dash of Après ski, and quite possibly the name of your grandpa’s vintage camper-trailer. It all adds up to something unexpected and more upscale than the outdoor adventurer has seen before. It’s familiar, but new. It’s Camprie.

Our journey started with the need for a memorable and inspiring name. Our naming process includes the following steps: 

  1. Discovery - key stakeholder input session and brand documentation review
  2. Naming brief - category and competitive audit, brand essence/pillars, key audiences, evaluative criteria, possible naming territories
  3. Name exploration - overarching themes + mood boards, names + descriptions, usage examples + rationales
  4. Culling and vetting - feedback loops, testing, trademark research
  5. Name selection - purchase urls, trademark application, etc

We narrowed down from 40+ names, landing on Camprie. From there we began the branding process beginning with logo and type studies, secondary marks, color palette, mood board imagery, tone of voice, and master narrative. The color approach we landed on stood out with a shifting palette to reflect day and night separately. Activities and adventures might take on the “dawn” palette, whereas après time and dining would reflect the "dusk" tones of the night palette.

The brand system was designed to handle expansion and presentation of unique locations along the East Coast. Instead of using terms like “property,” “hotel,” or “resort,” we opted for “waypoint” and “access point” to nod to the prime locations and adventures right outside your door. Gear and guide services on site would also be a key feature, so we added unique illustrations to capture the geography and sports focus of each location.

Camprie reminds us that we’re all kindred spirits. A group of people connected by a love of the outdoors and all the goodness that it brings. Food, fire, and adventure bring us together.

Camprie is currently still in the development phase, see more at camprie.com

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