What we did

Concept Group’s mission was to design packaging that clearly communicates and differentiates the idea behind each of Gander Mountain’s three retail labels. The Gander Mtn. brand became the “outdoor authority,” the Guide Series brand portrays the “guide’s expertise,” and the GSX brand conveys “high tech.” We then developed brand-specific identity guidelines so that vendors supplying product to Gander Mountain can produce packaging with the correct look and feel.