A brand built for paddlers
With an outdated brand identity and new ownership, Frontenac Outfitters required a brand overhaul to better position themselves within the paddlesports industry by building a strong brand narrative and memorable identity that would win the hearts of paddlesport enthusiasts and weekend warriors alike.
Frontenac Outfitters is a Canadian paddle sports outfitter. They provide a superior buying experience of Canada’s best selection of performance-driven canoes, kayaks, and stand-up paddleboards. They have been serving paddlers across Ontario since 1984.
Strategy // Direction // Messaging // Visual Identity // Design
In paddlesports, the paddle is the universal tool and therefore a beacon of the sport. The paddle is the tool, the verb and the lifestyle.
We designed the logo to resonate with all paddlers and be a symbol they would be proud to bear.
Getting people stoked about paddling.
To us, paddling is life.
We believe it frees us from the bonds of modern living—its hectic schedules, crowded spaces and always-on mentality.
We believe its peaceful, repetitive rhythm effortlessly forces us into the mindfulness of the present moment—it isn’t just good for our mental and physical well being… it’s good for the soul.
We believe sharing the secrets of our vast unspoiled water wilderness brings family and friends closer than ever before.
So ours is less of a business, and more of a crusade to get people stoked on paddling and provide the very best experience possible. And introduce the uninitiated to what we know is the only way to reflect, reset, exercise, and explore Canada’s most serene scenery… simultaneously.
In pursuit of this, for over 35 years we have scoured the world for the best gear, curating truly outstanding kayaks, canoes, stand-up boards and accessories. But we have never just sold them. They always come with our heartfelt, unbiased advice on what will maximize each individual’s performance, and the best ways, and places, to enjoy them.
Paddling is never just a pastime for our customers, and outfitting them will never just be a job for us.
Frontenac Outfitters. The freedom of performance.
Creative Direction: Jon Allison
Strategy: Kathleen Vollebregt & Jon Allison
Design: Jon Allison
Copywriting: Charles Blackwell