• by Larissa Faw , December 18, 2014

Outdoor gear brand Kelty is well-known for its iconic external aluminum frame backpack, but over the years the brand has struggled to remain visible in a competitive field. Now, Kelty's parent company American Recreation Products is partnering with Young & Laramore (Y&L) to relaunch and reposition this outdoor gear brand.

Launching in 2015, Kelty and Y&L will develop messaging that "promotes and highlights the rugged durability of the brand’s products," which include backpacks, sleeping bags, and tents.

The new campaign creative will suggest that memories that last start with gear that lasts and will take on a more youthful and energetic tone. This image overhaul also includes consumer outreach from Y&L. Previously, advertising and branding were handled in-house by the company.

"Essentially, because the Kelty brand has been around for a long time, it’s more familiar to an older audience," says Bryan Judkins, Creative Director and Principal at Y&L. "This effort is to re-energize the brand by tapping into its inherent youthful spirit, while continuing to reinforce the construction and durability of the gear itself."

Y&L didn't initially tackle this project with the intent of the agency itself overseeing Kelty's complete makeover. Rather, Y&L was initially approached by Kelty to examine its positioning within the industry, and Kelty executives then decided to have them act upon those suggestions.

“We were really excited to work with Young & Laramore because of their immersive brand strategy approach,” said Sue Timbo, Kelty’s Director of Marketing. “They’ve had a lot of previous success repositioning other brands, using real consumer insights to create messaging that gets noticed and sticks with you.”

Young & Laramore is an independent, full-service agency based in Indianapolis. Clients include KraftMaid, Brizo faucets, Schlage locks, Allegion security systems, Goodwill retail stores, New Balance lacrosse brands Warrior and Brine, Farm Bureau Insurance, and Upland Brewing Company.