Create a new product line of home appliances under REI’s brand, but still carries the brand’s personality to refresh REI’s image. Include designs for a toaster, fan, fountain, desk lamp and pillow.


REI is a retail store famous for their supply of outdoor gear and sporting goods. The concept is to bring the outdoors indoors where the materials used to make the products play a huge role in giving the same nostalgic feeling you would have if you were to enjoy the outdoors activities that REI promotes and supports such as hiking, camping, and canoeing. These premium products are named after famous landmarks and things you would find in nature. The target audience are middle-class 35-50 year-olds who are eco-friendly, favor both natural and re-used materials, and who live in a contemporary style home.