Discover’s mission was to get people exploring the great outdoors. From initial concept, we helped them position their retail brand to an audience who were novices to the outdoor leisure market. From families who wanted basic kit to enjoy a saunter in the countryside, to cyclists who wanted to dabble in an off-road adventure, to retired caravanners on an expedition to make their first trip across the channel. The discover logo helped make customers feel like they were on their own achievable, personal adventure and conquest. To feel like they were conquering the world, even if they were only a few miles from home.