Canopy Camping Escapes Brand Refresh

Canopy Camping Escapes approached us to refresh their brand identity. As New Zealand’s first luxury escapes provider with over 10 years in business, there were new competitors emerging and Canopy needed to remain leaders in the industry whilst clarifying their unique offering. The brand name was in question, and the overall brand identity needed to be strengthened with a clearer unique selling point, and enhanced customer experience across physical and digital touch points.

Through a brand discovery and customer research phase we concluded there was far too much brand equity in the name ‘Canopy Camping Escapes’ to change it - however how Canopy talked about their offering would need to be elevated to be clearer, and set them apart for the future. As Canopy no longer specialised in just camping and now included luxury tiny homes and cabins, we needed to find a way to market these inclusively, whilst keeping the equity in ‘Canopy Camping Escapes’. We developed a new brand positioning statement ‘Let a little magic back in’ which helps evoke the ultimate feeling of a stay with Canopy. 

New competitors in the market have opted for clean, green, eco driven brand identities, Canopy wanted to stay clear of this, remaining true to their aesthetic and desire to evoke memorable, whimsical and nostalgic escapes. The brand identity was lifted to be modernised and tightened, whilst still being familiar with Canopy’s loyal following. 

The result was extremely positive for the brand, with an elevated presence both digitally and physically to drive growth into their new chapter.

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