Thicket Co.
Low-Impact Camping Gear Company
Student Work
Project Teammates: Chris Rogers and Nathan Aguilar
Thicket Co. is an approachable survivalist camping brand transforming discarded food waste into innovative gear. Designed with nostalgia in mind, the branding evokes the warmth of childhood camping trips, fostering a sense of community and connection to the wilderness. With collateral that champions knowledge sharing, sustainability, and low environmental impact, Thicket Co. stands apart from sleek, impersonal competitors—offering gear that feels personal, playful, and deeply rooted in appreciation for nature.
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IN A NUTSHELL
Audience: Environment and consumption-conscious urban professionals aged 20–40, seeking a low-stakes, low-impact way to deepen their connection with nature.
USP: Thicket Co. redefines survivalist camping as approachable, sustainable, and inclusive. In contrast to sleek, often elitist competitors, it offers a warm, community-driven alternative. Its gear is crafted from recycled food waste commonly discarded by its audience, reinforcing the brand’s “leave no trace” ethos. Like a thicket, it fosters an ecosystem of support, promoting knowledge-sharing and connection to nature.
Deliverables and goals: Create a down-to-earth brand identity that feels nostalgic, accessible and grounded in sustainability. Each application should sparks curiosity and builds trust, helping even first-time campers feel capable and at home in the wild.
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