Ta b l e o f C o n t e n t s

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Who We Ar e
 Mis sion and Value s

Vision: To create the most durable and thoroughly designed goods on the market for
recreational and professional users. Our superiority the best informed design process
conceivable. By focusing on the younger section of the market we set the trends by
providing the most cutting edge and attractive products for those who are especially
receptive what is new and different.

Mission: Our customers are individuals like us who wish for the most durable and
thoughtfully designed gear around. We provide the best quality goods to th users on
the cutting edge of form and function. Our products are the most innovative because
we design from the ground up with meticulous attention to the customers needs and
concerns.

Big Idea: When function and durability meets intelligent execution; customers choose
our products because we represent the elite and pinnacle of design excellence in the
outdoor products we choose to design.

Brand Attributes:
• Intelligence
• Our essence of style comes from our unwavering attention to function as a first
priority
• User’s expression of professionalism
• Innovative use of materials.
• Gear for the people who most depend on the products they use
• Intelligence in physical form

Value Proposition: Customers choose our products over the competition because we
not only meet all of their needs, we provide them with a product that makes their job
more fun, their excursion more exciting or their treks more adventurous. We do this by
providing them with the premium features that enhance whatever experience they may
be using the product for.
 Brand History
What We Do
As a creative team, we share a common passion for hitting the trails, slopes and
backwoods of our home state. Oregon is home to many competitive outdoor sports
and activities, which means we can easily feel the pulse of the users we serve. The
key to any intelligent design is research with a capital “R.” As avid hunters, fisherman,
hikers, and campers we understand very well the difference between battling the
elements with products designed by pros with insight, and the alternative. We, at
RyDeL design the most rugged and exhilarating outdoor accessories around . We start
the process by establishing a design opportunity first. Then we educate ourselves to
become immersed in the stakeholder’s lifestyle. Open communication with the end
users allows us to drive the performance of our products to a far richer level than
otherwise possible.

The Beginning
The first product ever designed by RyDeL was the Seneh Wildland Firefighter Pack
system. After digging deep into to the activities and paraphernalia known to this rare
breed of professionals, I began to uncover unexplored and unsolved user dilemmas.
Wildland fire fighting is one of the most physically demanding jobs on the planet,
which means the quality and intelligence of the design is crucial. For these few men
and women, the workdays may start and end in the dark leaving the them drained
of nutrition, energy and enthusiasm. The Seneh pack was designed to save wildland
firefighters time and energy at every opportunity, as well as give them a boost of
enthusiasm at every point of access. The meticulous attention to detail exerted on this
product reflects our diligence in every project we undertake.
 Positioning

We are the premium in durability and intelligent design design. Our products surpass the
competition because we pursue new innovations rather than adhering to old standards. We
sell to the professionals. The people who taking their work, or recreation seriously. The Seneh
pack is a symbol of durability. It is modular, but only has 2 main pack modules to configure.
This makes it more concise. All of our products are built from the most appropriate
materials. The Seneh pack is reinforced with kevlar to prevent ware and we offer a lifetime
warranty to cover any damage.
Coaxsher packs are durable and modular but they have too many options for variable
packs to buy. Their warranty is limited to factory defects only.
StatPacks has well organized and compartmentalized bags but offers a lack of modularity.
They sell separate pack systems as opposed to one harness and separate interchangeable
packs. Their warranty is limited to factory defects only. Our redefined online buying
experience allows the customer more choice in selecting the colors and specifications in the
products they buy.
The Competition
StatPacks is based in St. George, Utah and they design and build packs and
accessories marketed toward primarily emergency medicine professionals. Their non-
primary target markets consist of mountain rescue, sports medicine as well as some
police and wild land fire fighting packs.

StatPacks advertise their packs on having advanced ergonomics and intelligent design.
They combine high-tech construction, functional features and intuitive structures. Their
packs have rugged construction and designed to be used hands free.

StatPacks Tagline:
“Tough, fast, adaptable – StatPacks work with you to save lives”

StatPacks do little in terms of traditional marketing. They primarily advertize in spe-

cialty magazines as well as online at specific sights frequented by EMTs and others in
their target market. Sales of StatPacks is done primarily through their website www.
statpacks.com. Specitaly retail stores also carry StatPack
products.

StatPacks only currently supply two competitive packs for wild land firefighting.

Statpacks Wildland Firefighting Packs

Coaxsher Coaxsher produces the most elite wildland fire gear on the market. Our gear
comes from the finest materials and hardware available and is Lifetime Backed 100%.
Our creations include radio chest harnesses, duffel bags, and our modular fire line pack
the FS-1 Ranger. (Coaxsher.com 09)

Coaxsher packs all interchange from one modular harness system. This allows the us-
ers to configure the pack how they see fit.

Coaxsher Taglines:
“We worry about the quality of your equipment so you don’t have to”
“Refining outdoor gear”

Coaxsher advertises their products through their site www.coaxshercom and by word
of mouth. The produccts can be ordered online direct from coaxsher or through retail
locations via mail order.

Coaxsher’s F1 Ranger competes with the Seneh pack. Designed especially for wildland
firefighting it is a strong contender.

Coaxsher FI Ranger Wildland Firefighting Packs

Brand Identit y Elements
 Logo Forms

Brandmark

Logotype

Professional Caliber

Professional Caliber

Professional Caliber

Professional Caliber
Corporate Signature

Professional Caliber

Product Signature
P r Po rfoef se ss si oi onnaall C
C aa lliibbeer r

SENEH Professional Caliber

SENEH
Tagline

Intelligence and durability collide

Name in Text

RyDeL
Color
 RyDeL Colors

Brand Color System

Default Color System

 RyDeL Colors

Signatyre Color Options

Ty p o g r a p h y
 Ty p e f a c e

Typeface Family

Word Processing Typeface

Business papers
 Business Papers

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