From camping toilet to camping comfort

The camper lifestyle is all about freedom, right? Well... people also like a touch of comfort. So, that’s exactly what this case is all about. What started for Thetford — the brand behind the Porta Potti and other camper essentials — as a brand strategy session, has grown into an ongoing collaboration. Together, we take a realistic and critical approach to strengthening their indispensable position in the industry. From strategy to visual identity, and from marketing to brand story: we make sure every part of the journey fits perfectly!

Bringing the mission in for a session

How do you create a brand that not only 'sticks' but truly connects to its audience? Thetford’s marketing team set out on a mission to refine and sharpen their brand. They wanted to stay true to themselves, prepare for the future, and get everyone on the same page. To make that happen, they brought in team GI for an on-site session. And, as the team’s enthusiasm was undeniable, they wasted no time plunging into the details! Not long after, a second session followed, in which we collaboratively worked on the brand circle and delved deep into Thetford’s archetypes. This became the foundation for a new strategy that captures what Thetford stands for: convincingly practical, reliable, and indispensable in the camping lifestyle!

Fresh, friendly and visually appealing

Once the strategic foundation was as solid as a camper on level ground, we got to work on the visual identity. The sessions revealed that Thetford truly travels along with its customers (in both B2B and B2C) and aims to provide the best possible experience. Authentic, honest, and approachable were their key characteristics. Our designers ran with this, creating a friendlier logo, a welcoming colour palette, and a complete brand book. With each step, the brand took on more shape, bringing Thetford closer to the heart of the camping experience!

Storytelling and storyselling

Another thing that helps you connect with your audience is the right tone of voice. That’s why, after nailing down the visual identity, we focused on crafting a new verbal identity. We developed a communication house, giving the brand, product, and promotion their own distinct tone of voice. Brand communication centres around storytelling, building a narrative that resonates. Product communication serves a dual purpose: it needs to inspire while being informative. Finally, promo communication is all about storyselling: convincing and activating customers with an authentic and unique story.

Capturing the true 'van life'

Authentic stories call for authentic visuals. So, as the cherry on top, we organised a photo and video shoot to capture the essence of real (camper)van life. Think cosy evenings in the canopy or sunny mornings by the beach. We handled the entire shoot from start to finish, resulting in visuals that show how Thetford travels along with you. Not only did this produce unique imagery, but it also created a library of social snippets to keep Thetford’s channels buzzing for months to come!

Now, Thetford is fully ‘on brand’ and ‘on top of things!’ While team GI happily sits back in the tent, enjoying this fun and impactful project, Thetford is gearing up for a tour: all these elements are first rolling out across Europe and then... all over the world! So whether you’re at 'Lägerplats vid Fjället' or 'Camping del Sol y Mar', you’ll experience a consistent and recognisable brand!

Could your brand also use a breath of fresh air? Then tap the button below to get in touch. The professionals at GI are ready to map out your journey to something unforgettable!