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Camping trade
Managing a Multi-Brand Outdoor Portfolio Across Retail and E-commerce
  • Role
    Multi-Brand Brand Designer (In-house)
    Project Type
    Multi-Brand Design • Product Branding • Brand Localization • Retail ExperienceProduct • Brand Communication • UI Design
  • Industry
    Outdoor • Camping • Tourism • Retail
    Markets
    Ukraine
Project Profile
Camping Trade is one of Ukraine’s leading outdoor equipment distributors, managing a portfolio of international and proprietary brands, including Camping, GrillMe, RedPoint, Thermo, Kovea, Doktor Hartmut, Gio’Style, and serving as the official distributor of Stanley products in Ukraine.

Working across more than 1,000 SKUs, over 200 retail partners and 100+ e-commerce stores, my role focused on maintaining brand consistency while adapting international guidelines to local marketing, retail and digital channels.

Beyond my professional role, this project became personally meaningful as it closely reflected my outdoor lifestyle and hobby. Through my involvement in the SUP community, so I organically connected Stanley with SupStationDnipro, helping the brand become a partner of SUP camps and sunrise events.
  • Scope of Work
    • Multi-brand Design
    • Digital Design
    • UI Design
    • Retail Branding
    • Exhibition Design
    • Packaging Adaptation
    • Brand Localization
    • Marketing Materials
    • Design-to-Production: Design → DTP → Technical Requirements → Manufacturing → Quality Control
  • Key Contributions
    • Localized communication materials for Stanley, ensuring full compliance with global Brand Guidelines while adapting content for the Ukrainian market.
    • Designed and evolved visual communication for Camping Trade’s proprietary brands, including Camping, GrillMe, Thermo and RedPoint.
    • Created promotional websites, product catalogs and digital campaign materials supporting multiple outdoor brands.
    • Designed packaging, product graphics, hangtags, labels, instruction manuals, and branded accessories across diverse product categories.
    • Translated design concepts into production-ready assets by preparing print-ready files and technical documentation for manufacturing partners in Ukraine and China.
    • Designed retail branding, exhibition stands and point-of-sale materials for national retail partners and industry exhibitions.
    • Supported marketing initiatives, seasonal campaigns and special brand activations across digital and offline channels.
    Impact
    • Maintained visual consistency across a portfolio of 1,000+ products spanning multiple proprietary and international brands.
    • Successfully localized Stanley for the Ukrainian market while preserving global brand standards.
    • Established scalable production workflows for packaging and branded product materials delivered to manufacturing facilities in Ukraine and China.
    • Strengthened the visual identity and market presence of Camping Trade’s proprietary brands through consistent product communication.
    • Enhanced retail and exhibition experiences with branded environments that supported product discovery and customer engagement.
    • Contributed to authentic community partnerships, extending Stanley’s presence beyond retail into outdoor and SUP communities through cultural and lifestyle collaborations.
  • Key Competencies
    Brand Localization • Multi-brand Design Systems • Product Communication • Packaging Design • Design-to-Manufacturing • Retail Experience Design • Exhibition Design • Brand Partnerships • Community Marketing • Lifestyle Branding
⭐⭐⭐⭐⭐ STAR Case Studies:
🌍 Global Brand Localization | Stanley in Ukraine

Situation

As the official distributor of Stanley in Ukraine, Camping Trade was responsible for adapting one of the world’s most iconic outdoor brands for the local market while maintaining strict compliance with global Brand Guidelines.

The challenge was not to redesign the brand, but to preserve its identity while creating communication materials tailored to Ukrainian audiences, retail partners and local initiatives.


Task

Develop localized communication materials while ensuring full consistency with Stanley’s global visual standards.


Design Approach

  • Adapted marketing materials according to the official Stanley Brand Guidelines.
  • Designed localized product catalogs and printed communication.
  • Prepared packaging adaptations and production files.
  • Created promotional materials for brand activations and special projects.
  • Collaborated with marketing and production teams to ensure consistency across all customer touchpoints.
  • Featured Project
    Stanley × Shukai × Kyiv Velodrome

    One of the most memorable brand activations was Stanley’s partnership with “Shukai”, the cultural project by Yulia Bevzenko dedicated to Kyiv’s bronze mini sculptures.

    In 2025, Stanley supported the opening of the anniversary sculpture at Kyiv Velodrome, symbolically celebrating 100 years of Stanley and 100 years of Kyiv Velodrome.

    For this initiative I designed the official invitation and supported the visual communication surrounding the event, helping integrate Stanley into a meaningful cultural partnership rather than a traditional sponsorship.
  • Personal Connection
    Working with Stanley naturally extended beyond my role as a designer. As an active member of SUP boarding community, I introduced the brand to SupStationDnipro, where Stanley became a partner of sunrise paddles and SUP camps.

    This experience demonstrated how authentic community engagement can strengthen a brand beyond traditional marketing activities.
🏕️ Multi-brand System Design | Camping, GrillMe, Thermo, RedPoint

Situation

Camping Trade managed a portfolio of proprietary outdoor brands, each serving different audiences while sharing production resources across Ukraine and China.

The challenge was maintaining visual consistency while developing scalable design solutions for a constantly growing product range exceeding 1,000 SKUs.


Task

Create and maintain visual communication systems for multiple proprietary brands while supporting both product development and manufacturing.


Design Approach

  • Developed promotional catalog websites for GrillMe and Thermo.
  • Designed and evolved the visual language of Camping, RedPoint, GrillMe and Thermo.
  • Redesigned packaging across multiple product categories.
  • Designed product graphics, hangtags, labels, instructions and branding elements.
  • Prepared production-ready files for manufacturing partners in Ukraine and China.
  • Restyled the Camping picnic cooler collection, modernizing one of the brand’s flagship product lines.

Project Impact

  • Supported communication for a portfolio exceeding 1,000 products.
  • Improved visual consistency across proprietary brands.
  • Established scalable production workflows for packaging and product branding.
  • Strengthened recognition of Camping Trade’s own brands across retail and e-commerce.
  • Featured Project
    Camping — “Camping Map of Ukraine” Campaign

    To promote Camping as more than a product brand, I designed the promotional website for the “Camping Map of Ukraine” campaign, encouraging people to discover and share camping locations across the country.

    The microsite combined campaign mechanics with brand storytelling, creating an interactive experience that strengthened customer engagement while reinforcing Camping’s positioning around outdoor adventures, travel and community.
  • Featured Project
    Camping — Picnic Collection Restyling

    I led the restyling of Camping’s picnic cooler bag collection, evolving the product line through updated construction, materials, trims, hardware, stitching and branded details.

    Beyond design, I managed the complete product development workflow—from preparing technical specifications for the manufacturing partner in China, through prototype reviews and design iterations, to approving final pre-production samples for manufacturing.
  • Featured Project
    Thermo — Product Website & Packaging System

    For Thermo, one of Camping Trade’s proprietary brands, I developed a cohesive visual communication system spanning both digital and physical touchpoints.

    The project included designing a promotional catalog website alongside a complete packaging redesign for 26 SKUs across four product categories: car refrigerators, cooler bags, insulated containers, and ice packs. The goal was to create a consistent visual language that simplified product navigation, strengthened brand recognition, and supported future product expansion while ensuring production-ready assets for manufacturing.
  • Featured Project
    GrillMe — Product Website

    For Thermo, one of Camping Trade’s proprietary brands, I developed a cohesive visual communication system spanning both digital and physical touchpoints.

    The project included designing a promotional catalog website alongside a complete packaging redesign for 26 SKUs across four product categories: car refrigerators, cooler bags, insulated containers, and ice packs. The goal was to create a consistent visual language that simplified product navigation, strengthened brand recognition, and supported future product expansion while ensuring production-ready assets for manufacturing.
🛒 Retail & Exhibition Experience | all Camping Trade brands

Situation

Camping Trade actively promoted its portfolio of international and proprietary outdoor brands through national trade exhibitions and retail partnerships with leading chains including OKKO, Epicenter, Metro, Auchan and Rozetka.


Each environment required branded experiences tailored to different audiences and formats— from large exhibition booths to compact retail displays—while maintaining consistency across multiple brands.


Task

Design scalable exhibition stands and retail brand corners that effectively showcased different product categories while strengthening the visual identity of each brand.


Design Approach

  • Designed exhibition booths for Tourism • Hunting • Fishing Expo, presenting brands including Stanley, RedPoint and Kovea.
  • Developed branded retail corners and promotional displays for partner stores, including OKKO.
  • Adapted visual communication for different retail formats and exhibition environments.
  • Created modular graphic systems that could be reused across various physical spaces and promotional campaigns.
  • Ensured consistent brand presentation while accommodating different product categories and retail requirements.

Project Impact

  • Strengthened the visibility of Camping Trade brands across exhibitions and retail environments.
  • Created consistent physical brand experiences for both proprietary and international brands.
  • Supported product discovery through clear visual merchandising and branded communication.
  • Developed scalable design solutions adaptable to multiple retail partners and event formats.
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