Chaco Brand Refresh
Although Chaco had built a passionate following over decades, the brand needed to reconnect it’s to it’s consumer and clarify what made it unique in an increasingly crowded outdoor category. Through research and consumer insights, the brand unveiled a refreshed brand purpose of We’re here to have fun outside together.
We translated this strategy into a new visual identity and a flexible creative system using the motif of the iconic Chaco strap, which served as a visual expression of connection and belonging. The refreshed identity balances earthy outdoor tones with playful pops of color, introduces bold, expressive typography, and embraces photography that celebrates authentic moments of community and adventure.
The dream team
Creative Direction: Laura Zuzelski
Graphic Design: Ingrid Hop
Web Design: Anna Bridges
Photography: Nic Sagodic