Discovery Expedition

Brand Identity | Style Guides | Packaging System | Product & Retail Vision | Marketing Support | Strategy and Insight

Inspired by real-life adventure, Discovery Expedition offers a comprehensive line of technically advanced outdoor apparel, accessories, equipment, and electronics. We were at the forefront of this exciting, new brand extension, charged with taking an established entertainment company and turning it into a dynamic consumer products brand.

Logo Development

To complement the Discovery Communications logo system, we provided the brand extension with a logo using a topographic-style globe. The new icon alluded to the essence of the brand — adventure and exploration.

Brand Extension Mission

In order to define the Discovery Expedition brand, we augmented the original Discovery Communications mission statement, shifting the focus from “watching” to “doing” and encouraging consumers to actively take part in the world around them. We reinforced this message with a tagline: “Venture Forth.”

Brand Extension Packaging

We provided a modular packaging system coordinated with a brand color palette. The packaging system included outdoor adventure photography and tutorials on how to present Discovery Expedition products.

Discovery Expedition Brand Extension In-Store Display Design Concept
Discovery Expedition Brand Extension In-Store Display Apparel Accessories Camping

Merchandising Guide

Our style guide contained various examples of retail displays. Elements from these renderings were later used to inspire the establishment of Discovery Expedition stores around the world.

Design Tutorials

To make our design system more user-friendly for licensees, we provided tutorials on how to use digital filters and other effects as well as instruction on packaging and marketing materials.

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Product Development

We also provided a full product development style guide focusing on curated outdoor apparel with technology-based features and accessories.

Discovery Expedition Brand Extension Product Development Graphics
Discovery Expedition Product Development Apparel
Discovery Expedition Product Development Graphics Patterns
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Finishing Touches

Once the licensees were on board, we created a guide devoted solely to product hardware and finishing techniques. This guide included designs for zipper pulls, buttons, hangtags, interior patterns, and luggage.

The Expedition Continues

Today, the Discovery Expedition brand is alive and well. You can find an assortment of footwear at the Discovery Expedition Amazon Store. And the brand is especially popular in Asia and South America — with over 120 retail locations in South Korea alone.

While trends come and go, it’s great to see our original brand image stand the test of time.

Discovery Expedition Products
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