Morrisville, Vt. (Oct 17, 2024) – Outdoor headwear and accessories brand Turtle Fur, has launched a bold new brand platform, positioning itself as a symbol of protection and inspiration for every adventure. Calling on its community to “Step Outside Your Shell,” Turtle Fur celebrates its roots of moxie, grit, curiosity, adventure, and kinship in the outdoors.
“Our new platform weaves together our heritage with our future,” says Erika Canfield, Vice President of Marketing at Turtle Fur. “We’re committed to providing what you need for outdoor adventures – warmth, comfort, protection from elements, exceptional fit and feel – while appreciating the moxie it takes to embrace the journey.”
Turtle Fur’s new logo encompasses the values and visions behind the updated platform. The turtle’s shell represents protection from elements, a source of comfort, and a sense of belonging the brand provides in both product and social support. It also serves as a reminder to “step outside your shell” to grow and thrive. A hidden sun in the logo’s negative space symbolizes Turtle Fur’s connection to outdoor adventures. The yellow hue pays tribute to the brand’s roots, inspired by founder Millie Merril’s original store, the Yellow Turtle.
Canfield and her team at Turtle Fur recognize that their consumer’s physical and mental health is tied to time spent outdoors; however, challenges like weather and intimidation often stand in the way. The new platform acknowledges these challenges as shared human experiences and offers support in overcoming them by helping all communities prioritize well-being with quality accessories that make facing tough conditions easier.
Turtle Fur also hopes to serve as a beacon of inspiration by embarking on a new chapter after 42 years in business. From their roots in ski culture, the brand now extends their reach beyond the slopes to all outdoor environments like trails, rocks, and riversides. Turtle Fur’s new branding reflects the expansion into uncharted territory and represents the brand’s efforts to step outside its own shell.
The holistic brand overhaul takes a 360° approach, touching everything from mission to web design to a sustainable packaging suite that reduces the brand’s material consumption by 27%. To find out more about stepping outside your shell with Turtle Fur, visit turtlefur.com and follow them on social media @turtlefur.
About Turtle Fur:
Since 1982 Turtle Fur has been a leading headwear and accessories brand in the outdoor, snow sports, and lifestyle markets. Their mission is to create responsible solutions for every body that feel great, in every element, built for a life lived outside. As a Certified B Corp(R), Turtle Fur is committed to using business as a force for positive change.
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