Opportunuty
Frugal Backpacker, located in Asheville, North Carolina, is a leading retailer of discounted outdoor gear and apparel. Facing heightened competition from the arrival of a major REI store, the owners engaged Windham Designs to revitalize and rebrand their business. Their goal was to strengthen Frugal Backpacker’s market position and ensure long-term resilience through an updated brand identity.
Solution
The concept of “frugality” informed every creative decision. Rather than glamorize the brand, we embraced a minimalist aesthetic—strategically limiting the color palette in all marketing materials to underscore our core value: delivering the best discounted outdoor products. Retaining the signature “Frugal” blue preserved brand equity, while pairing it with black-and-white imagery reinforced a value-driven, approachable identity perfectly aligned with our positioning.
The logo mark employs the letter “F” to subtly evoke the silhouette of the Western North Carolina mountains—a nod to Asheville’s vibrant outdoor culture and the adventures that Frugal Backpacker makes accessible to its customers.
We developed the tagline “SPEND LESS, PLAY MORE,” encapsulating the brand’s promise and serving as the focal point for all marketing initiatives.
Frugal Backpacker was positioned as the premier destination for discounted, high-quality outdoor gear, footwear, and apparel. Our targeted promotions—branded as “FRUGAL FRENZY”—drew budget-conscious consumers seeking top-tier products at unbeatable prices.
We ensured consistent application of the brand message and design across every touchpoint—from website and in-store signage to event promotions, merchandising, advertising, and public relations. Each initiative highlighted the wide array of sports, activities, and unique experiences Frugal Backpacker offers at a lower cost.
The result? Frugal Backpacker not only weathered the challenge of a major national competitor but continued to grow and expand—maintaining its position as Asheville’s leading discount outdoor gear retailer.
The logo mark employs the letter “F” to subtly evoke the silhouette of the Western North Carolina mountains—a nod to Asheville’s vibrant outdoor culture and the adventures that Frugal Backpacker makes accessible to its customers.
We developed the tagline “SPEND LESS, PLAY MORE,” encapsulating the brand’s promise and serving as the focal point for all marketing initiatives.
Frugal Backpacker was positioned as the premier destination for discounted, high-quality outdoor gear, footwear, and apparel. Our targeted promotions—branded as “FRUGAL FRENZY”—drew budget-conscious consumers seeking top-tier products at unbeatable prices.
We ensured consistent application of the brand message and design across every touchpoint—from website and in-store signage to event promotions, merchandising, advertising, and public relations. Each initiative highlighted the wide array of sports, activities, and unique experiences Frugal Backpacker offers at a lower cost.
The result? Frugal Backpacker not only weathered the challenge of a major national competitor but continued to grow and expand—maintaining its position as Asheville’s leading discount outdoor gear retailer.
