Bear Paw aims to dismantle the common trope of outdoor brands being dedicated to the elite and experienced trekkers. Bear Paw’s logo gains the consumer’s trust though warm typefaces such as The Bold Font; the tagline emphasizes that the brand is meant for all, regardless of outdoor experience. The Instagram ad employs the use of regular people, rather than extremely toned models. Through the use of non-models and middle-class vernacular, the ad will connect with the target audience. Even the uniforms that the Bear Paw Employees wear are designed to be inviting through the use of a welcoming headline such as, “Ask me anything! Don’t worry, I won’t be a bear about it.” emblazoned on the back. The t-shirt line for Bear Paw uses bold type and interesting quips that the consumer will identify with and appreciate. As Eoin Comerford, a CEO in the outdoor recreation gear industry, states, “If we’re going to grow this industry, we need to reach new audiences … younger, more female, more diverse.” Comerford’s words are true and Bear Paw aims to accomplish that goal of reaching new audiences.