Eva Morenets

REI

Description

REI Co-op is an outdoor retailer dedicated to inspiring exploration, environmental stewardship, and accessibility in the outdoors. As a cooperative, REI fosters deeper connections with its members and encourages meaningful outdoor experiences. This rebrand brings these values to the forefront, shifting the focus from simply selling gear to highlighting the limitless adventures REI enables.

Project Type

Student Work

REI

Description

Project Type

Student Work

Category

Branding + Web

"IT STARTED WITH AN ICE AXE"

REI’s origins trace back to 1938 when Lloyd and Mary Anderson sought high-quality mountaineering gear but struggled to find it locally. Their solution was to form a cooperative to source and share premium equipment. This pioneering spirit of accessibility and possibility became the foundation of REI’s brand.

This rebrand reflects that legacy. The logo redesign moves beyond a simple gear retailer identity, visually reinforcing how REI enables adventure.

"IT STARTED WITH AN ICE AXE"

This rebrand reflects that legacy. The logo redesign moves beyond a simple gear retailer identity, visually reinforcing how REI enables adventure.

Featuring a wordmark with a dotted path, inspired by “X Marks the Spot,” the logo embodies the infinite possibilities REI provides. As a variable logo, with paths that change and adapt, it signifies the diverse and personal journeys each adventurer can forge with REI.

COMPETITIVE LANDSCAPE

The outdoor retail industry is saturated with brands that rely on bold sans-serif typography, green colour palettes, and aspirational lifestyle photography. Many focus on gear performance or discount incentives, making it difficult to differentiate visually and emotionally.

REI, however, goes beyond product, it builds community. Through it's focus on curating podcasts, tutorials, regular group events, and campaigns, fosters lasting consumer relationships.

COMPETITIVE LANDSCAPE

REI, however, goes beyond product, it builds community. Through it's focus on curating podcasts, tutorials, regular group events, and campaigns, fosters lasting consumer relationships.

Yet much of this content remains tucked away, accessible only to those who actively seek it. This rebrand prioritizes surfacing these meaningful experiences, ensuring they become a central part of REI’s identity.

MAPPING YOUR OWN PATH

Inspired by trail maps and wayfinding, the new identity celebrates the journey rather than just the destination. It highlights the infinite routes and personal adventures REI makes possible.

The Colour palette and visual elements draw from REI’s origin story. Specifically, the ice axe that launched the co-op. Cool tones reminiscent of alpine environments and frost serve as a nod to the brand’s roots, reinforcing the spirit of exploration that has defined REI for over 80 years.

PUTTING PURPOSE BEFORE PROFITS

Currently, REI’s homepage prioritizes “Get savings with our membership” messaging. But why should consumers want to be members beyond discounts? This rebrand repositions the co-op’s value proposition, emphasizing that membership isn’t just about cheaper gear, it’s about joining a movement. It’s about supporting sustainable practices, gaining expert guidance, investing in adventure, and making the outdoors more accessible for all.

REI’s rebrand showcases the idea that membership isn’t just a benefit, it’s a gateway to a life well-lived outdoors.

“We remember how far we’ve come since our first ice axe.”

This rebrand places two core values at the heart of REI’s identity: accessibility and possibility. Accessibility means more than affordability, it’s about ensuring everyone has the tools, knowledge, and support they need to explore the outdoors. Whether through sustainable gear, inclusive pricing, or a wide variety of offerings, REI equips people to step outside with confidence.

And with the right tools comes possibility. The possibility of discovering a new trail, forming new connections, or simply reconnecting with nature in your own neighbourhood.

“We remember how far we’ve come since our first ice axe.”

And with the right tools comes possibility. The possibility of discovering a new trail, forming new connections, or simply reconnecting with nature in your own neighbourhood.

REI’s visual language and messaging are built to reflect the diverse ways people engage with the outdoors, from mountain summits to city parks, honouring every kind of journey.

This brand evolution champions the idea that adventure doesn’t always require a distant destination. It starts where you are, with what you have, and grows from there. REI isn’t just preparing people for the outdoors, it’s inviting them to define what adventure means to them.

REI’s visual language and messaging are built to reflect the diverse ways people engage with the outdoors, from mountain summits to city parks, honouring every kind of journey.

TAKEAWAY

REI’s “X Marks the Spot” rebrand reinforces that the outdoors is for everyone, and the journey is just as important as the destination. By aligning its identity with the spirit of exploration, personal adventure, and community-driven impact, REI moves beyond selling products, it maps out experiences. This evolution ensures REI remains not just a retailer, but a trusted guide in every adventurer’s story.

REI

REI

But that's impossible! ›