Soldier created the Arctic Basecamp (inspired by polar exploration camps of the North) to drive engagement at retail. Visitors were immediately struck by the representation of a remote outpost, while toned-down colors allowed the multi-latitude apparel and gear to pop.
The merch guide was both a rugged journal-style artifact that reinforced the explorer-driven aesthetic and an ultra-practical tool for maintaining a dialed brand presence at retail covering all facets of retail display theory, merchandising standards and essential resources.
Merchandising carries forward the expedition narrative, while never sacrificing the primacy of the product. Rugged fixturing, sleds and latched-down case displays all serve as supporting infrastructure for the key to a successful expedition—Canada Goose apparel.