Bear Grylls
In his quest to inspire adventure and exploration, Bear Grylls sought to enter the consumer products market with a new line of outdoor gear that blends exceptional design, durability, and affordability. This initiative is driven by Bear’s commitment to encouraging families to embrace the outdoors while ensuring they have access to quality equipment that enhances their experiences.
To support this mission, we designed and developed a comprehensive outdoor product line, including packaging, sales collateral, and a go-to-market strategy, along with retail support initiatives. Through strategic branding and innovative marketing, we positioned Bear Grylls as a leader in the outdoor equpment space, ready to make a significant impact on the market.
Project Details
Industry
Outdoor — Apparel and Equipment
Type
Branding, Product Design, Packaging, Print Collateral, Retail Design
Role
Creative Director
Made At
Team
Design
Yoon Son, Art Director
Austin Poland, Art Director
Kassia Zegzdryn, Designer
Raymond Craig, Photographer
Marketing
Jeff Guettler, Marketing Director
Joon Chattigre, Copywriter
Byron Wilson, Copywriter
R&D
Mike Munter, Product Director
Fraser Johnson, Product Developer
Allen Wilson, Industrial Designer
Behind The Scenes
Bear Grylls
Building the Foundation
Passion Meets Purpose.
Creating a world-class outdoor product line required a team as passionate about adventure as the products themselves. From concept to prototype, testing to marketing, every detail was fueled by the expertise of a multidisciplinary team, including soft goods specialists and industrial designers. Each prototype was crafted with meticulous attention to detail, ensuring that it would perform in the harshest conditions and exceed customer expectations.
The team’s process wasn’t confined to the studio—testing happened in the real world, on rugged terrains that matched the products’ ambitions. This commitment to excellence wasn’t just about creating gear but about embodying the adventurous spirit that Bear Grylls and his brand represent. The result was a product line ready to inspire and equip anyone to explore the outdoors.
The Meeting Ground
Innovation in the Wild
When your collaborator is constantly traveling the globe, product development takes on a whole new meaning. Meetings with Bear often happened in transit—sometimes quite literally in the desert between filming episodes. These unconventional meeting spots became creative hubs where the product RD&D team and Bear’s crew tested gear, shared feedback, and refined designs in real-time.
The diversity of testing environments—from arid deserts to alpine peaks—ensured that every piece of gear was pushed to its limits. This iterative loop of testing and feedback wasn’t just a technical exercise; it was about capturing the ethos of the brand: durable, reliable, and ready for any challenge. These field meetings not only strengthened the product but also solidified a shared vision of innovation.
Expanding the Brand
A New Lens on Adventure
As the product line came to life, it was time to shift the focus outward. While Bear Grylls remained central to the brand’s identity, the marketing strategy expanded to highlight a broader audience of adventurers. From solo trekkers to group expeditions, the visuals and messaging invited everyone to find their adventure, no matter how big or small.
This new visual language and tone were rooted in the brand’s core mission: to inspire and equip people to embrace the outdoors. By placing the customer in the spotlight, the brand’s narrative evolved into a collective celebration of adventure, one that resonated with a global audience. This inclusive approach ensured that the brand wasn’t just about surviving—it was about thriving in the wild.
