Discovery Expedition
Brand Identity | Strategy and Insight | Packaging Style Guide | Product Development Guide | Creative Assets | Retail Vision | Marketing
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 initiative, 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 created a Discovery Expedition logo with a topographic-style globe. The new icon alluded to the essence of the brand — adventure and exploration.
The 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.”
The Packaging System
We provided a brand color palette that coordinated with a modular packaging system.
The packaging system included outdoor adventure photography and tutorials on how to present Discovery Expedition products.
Merchandising
Our branding and packaging style guide boasted a number of retail display samples. Elements from these renderings were later used to inspire the establishment of Discovery Expedition stores across the globe.
Detailed Instructions
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.
Product Development
We also provided a full product development style guide featuring curated outdoor apparel with technology-based features and accessories.
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, especially in Asia and South America, with 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.
