Problem

AKHG (Previously Alaskan Hardgear) is an outdoor apparel brand owned by Duluth Trading Company. In 2022, a critical rebrand was needed—the brand was cannibalizing Duluth's core product line, and its rugged, Alaska-centric identity alienated customers who didn't identify as 'hardcore' adventurers.

Solution

Our internal creative team launched a campaign to re-introduce the brand alongside its updated product offerings. The rebrand shifted AKHG away from hardcore, Alaska-centric messaging toward a more inclusive identity that welcomed all outdoor enthusiasts, particularly as we launched a women's product line. 

Team

Senior Art Director: Paula Riley
Designers: Allyson Konz, Mitch Hey
Copy: Eric Miller, Al Thompson

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