Make it last
ORCA came to us ready for change. We helped them modernize their identity, reach new audiences, and build a brand platform that could flex — and last.
ORCA built its name with outdoorsmen, but the data told a different story: coolers were heading to the beach as often as the backcountry. The brand was evolving, and it was time the story did too. We redefined ORCA as a lifestyle brand with broader reach, sharpening its voice and design without sanding off the edge that made it real.
a fresh look for a fresh audience
We identified three new target audiences for ORCA to grow into: families on road trips, friends gathering for fun, and sports fans — especially soccer moms. The growth potential was real, but the brand needed to evolve.
We modernized the brand logo with more symmetrical, custom type and removed the fishing hook — a nod to the brand’s fishing origins that was at odds with the whale tail and the new demographic. The fresh brand mark was just the beginning.
evolving the brand
Make It Last became the core idea — a line that spoke to both toughness and time well spent. It shifted ORCA from just rugged gear to the stuff built for good moments: road trips, tailgates, girls’ weekends, and everything in between.
From there, we built equity everywhere we could — catalogs, packaging, events, swag, the website, you name it.
