RTIC Outdoors built its reputation on high-performance gear made for real people and real adventures. As the brand expanded from direct-to-consumer into big-box retail, it needed to evolve—reaching a broader audience while staying true to its Southern roots and loyal customer base.

Our mission was to sharpen RTIC’s brand differentiation in a crowded category dominated by both budget-friendly alternatives and name-driven premium competitors. We developed the ‘Real Life Stuff’ brand platform, reinforcing RTIC’s commitment to durable, down-to-earth gear while allowing space to showcase product innovation, personalization, and performance.

Visually, we refined the iconic RTIC logo and reimagined key brand elements across ecommerce, packaging, typography, and illustration. The brand voice is clever, conversational, and rooted in authenticity—celebrating real moments, not just picture-perfect ones. A bold, tonal color palette inspired by RTIC products, paired with lifestyle photography, captures the countless ways customers put RTIC’s reliable quality to work. The result? A refreshed identity that strengthens RTIC’s impact on shelves, online, and beyond—ready for a new wave of real-life adventurers.