Mountain Equipment Co-op (MEC) is an iconic and highly respected Canadian retailer. However, with increased competition and shifting demographics, the retailer wanted to update its brand to respond to consumer needs and reflect the evolving MEC experience.

Concrete was hired to develop a new positioning and visual identity for the brand. We worked closely with a market research firm who conducted focus groups, opinion gathering and social anthropology research of 6 million online conversations.

The research validated that increasingly MEC members are as active in urban environments as they are in the backcountry. Also, the motivations for being in the outdoors, as well as the accompanying activities, were growing more diverse.

Concrete developed the positioning “We Are All Outsiders.” This statement, supported by a launch campaign, speaks both to the diversity of the MEC experience as well as the commonality of spirit shared by MEC members.

The fully integrated brand presentation includes a new logo, product labeling, website, store signage, packaging, video and advertising