( REVISITING ) THE BRAND DESIGN AND STRATEGY FOR RANGER STATION
Ranger Station is a company specializing in high-end fragrances for candles, diffusers, personal fragrances, and more. They approached us to revisit its brand design and strategy. Having designed the original branding in 2015, Ranger Station had evolved, introducing new products and aiming to position itself in the fine-fragrance marketplace. With a clear focus on their brand pillars and product offerings, we embarked on a journey to create a cohesive and captivating (updated) brand identity.
Design is a delicate art that requires a clear vision and unwavering commitment to excellence. Without a defined strategy and set of standards, the creative process over time can become susceptible to dilution and loss of direction. Our goal with Ranger Station was to establish a refreshed foundation of brand strategy and design principles. With that clear vision in place, the brand can flourish, ensuring that every element aligns harmoniously and communicates the intended message, ultimately captivating and resonating with the audience. A huge shout out to the Ranger Station team (looking at you Hannah) for valuing the importance of branding and pushing to define that vision internally and externally.
A Brief History:
Throughout the years, Ranger Station has remained steadfast in its mission to create bold, long-lasting, and ingredient-honest candles and fragrances that embody the everyman's luxury. From their humble beginnings in a refurbished Ranger Station, the vision of a musician with big dreams has guided the brand's journey.
Their mission is rooted in the belief that life is meant to be an adventure, and scent has the power to transform ordinary moments into extraordinary experiences. Ranger Station understands the importance of cherishing the memories that make up the currency of our lives, and its products are designed to enhance those moments.
At the heart of their values is the celebration of cocktails and the joyous "cheers" moments they bring. As early pioneers of the reusable candle glass, Ranger Station pairs each 8 oz candle with an artisan cocktail recipe card, allowing customers to indulge in the full sensory experience.
Ranger Station is committed to being the everyman's luxury, offering high-quality fragrances at an attainable price point. Their scents are bold, unisex, and long-lasting, created with double the fragrance saturation to ensure a memorable olfactory journey without headaches.
With a dedication to ingredient honesty, every Ranger Station product is handcrafted in their Nashville Fragrance House using safe and clean ingredients. They prioritize the well-being of their customers and their homes, providing transparency and peace of mind.
As proud members of the Nashville community, Ranger Station draws inspiration from the vibrant city they call home. With over 90% of their staff consisting of musicians chasing their dreams, they actively support and contribute to the music scene that fuels their creativity.
Throughout the years, Ranger Station has remained true to its mission and values, delivering exceptional fragrances and memorable experiences to its loyal customers. Their commitment to the power of scent continues to shape their journey, cementing their position as a beloved brand in the fragrance industry.
The images below highlight a launch dinner from 2015, showing that the Ranger Station spirit has always remained pure.
(Credit: Mikaela Hamilton)
The collection of images showcased here reflects the evolution of Ranger Station's brand identity throughout the years. Each image represents a distinct iteration, capturing the brand's journey and growth. From the early stages, where labels bore resemblance to classic bourbon designs, to the present-day manifestations, these images tell a story of refinement and progress. They demonstrate the brand's commitment to continuously honing its visual identity while staying true to its roots. The images serve as a visual timeline, highlighting the brand's transformative path and the thoughtful attention given to its design elements.
Revisiting the Visual Identity:
While maintaining the integrity of the iconic ranger hat logo, we aimed to infuse it with a sense of groundedness and history. Exploring the symbolism of the ranger hat, we discovered its representation of passion and assistance in the National Park Service. We saw an opportunity to leverage this recognizable icon and decided to emphasize it further in the brand's visual communication. We envisioned incorporating a subtle "tipping of the hat" concept as a sign of respect and admiration, aligning with the idea of being part of something bigger. This language, once finalized, would subtly permeate across all brand touchpoints.
Initial Pinterest Inspiration (ORIGINAL SOURCES UNKNOWN)
The design process is a truly magical journey where ideas take shape, colors dance, and visuals come alive. Like an artist with a blank canvas, we can wield our creative tools to craft a brand identity that tells a captivating story. Along this creative journey, mockups (like the one seen above) act as a powerful instrument, offering clients a window into the world that awaits them.
ALL PHOTOS BELOW ARE FROM 2023 BRAND UPDATE / CAPTURED BY JESS STEDDOM ON FILM / ART DIRECTION BY LAUREN LEDBETTER
Our Rebrand Mission
Creating Sensory Experiences:
Recognizing the importance of sensory experiences for Ranger Station's target audience, we proposed amplifying the sensory layers of the brand. Drawing inspiration from adventure and exploration, we aimed to evoke the sights, smells, and tastes of captivating journeys. We envisioned packaging that went beyond face value, featuring embossed brand elements and scents that truly captivated customers. We envisioned a brand experience that immersed customers in the essence of Ranger Station.
Elevating Packaging and Brand Touchpoints:
With a market analysis in mind, we wanted to steer Ranger Station away from the saturated landscape of black-and-white packaging with sans-serif type. To set them apart, we proposed the reintroduction of a serif type, reminiscent of the Duttons vibe, which resonates with their target audience. We suggested keeping the black color scheme while incorporating hints of rust, which is a nod toward the very first iteration Lauren designed in 2015. Texture in print was another sensory element we wanted to incorporate, nodding to the indentation of the ranger hat and creating a memorable tactile experience. Additionally, we explored the possibility of transitioning hand wash, shampoo, and lotion bottles to glass, emphasizing the reusability aspect and creating a consistent brand message.
Results and Impact:
By revamping Ranger Station's brand design and strategy, we successfully aligned its visual identity with its brand pillars and product offerings. The refocus of the ranger hat logo, along with the concept of tipping the hat, resonated with the brand's core values and added a touch of groundedness and history. The incorporation of sensory experiences through packaging and texture elevated the brand, creating a unique and captivating connection with customers. The introduction of a subtle rust color scheme and serif typeface differentiated Ranger Station from competitors and reinforced its identity. Overall, our collaboration allowed Ranger Station to position itself as a captivating, elevated, and sensory-driven brand in the fine-fragrance marketplace.
In the dance between staying true to your brand's mission, vision, and brand elements while embracing the winds of change, lies the secret to a captivating brand narrative. Just like a timeless love story, the foundation of your brand's essence, etched in its mission and vision, serves as an unwavering compass, guiding your journey through the ever-shifting tides of the marketplace.
Remaining faithful to your brand's mission and vision is akin to cherishing the vows exchanged on a sacred day. It instills trust and fosters a deep connection with your audience, who seek authenticity and purpose in a world brimming with fleeting trends. By staying true to your brand's core values and beliefs, you honor the unbreakable bond forged with your customers, enveloping them in a warm embrace of familiarity and consistency.
Yet, just as love blossoms over time, so too must your brand evolve to meet the desires and aspirations of its beloved audience. Embracing evolution doesn't tarnish the essence of your brand; instead, it breathes new life into its spirit, infusing it with a captivating allure that captivates hearts and minds. By evolving with purpose and grace, your brand paints a vivid portrait of growth, resilience, and an unwavering commitment to exceeding the expectations of those it holds dear.