Brand Strategy & Digital Platform — Snow Peak USA
Snow Peak was opening its first US Campfield in Long Beach, Washington. The work spanned brand strategy for the American market and the design of a complete booking platform for a category of experience that didn't exist here yet.
Snow Peak is a Japanese outdoor brand built on meticulous craftsmanship and a philosophy of connection through nature. Campfield Long Beach — opening fall 2022 — would be its first US campground: glamping sites, tent sites, Jyubako suites, an Onsen spa, a café and mercantile. A first-of-its-kind experience needs two things at once: a brand story Americans could feel, and a digital system that could actually sell it.
We audited the Snow Peak USA brand and its experience sub-brands, then built the strategic foundation: brand principles anchored on defining what "reconnecting with the rhythms of nature" means in practice, a value proposition, narrative, and tone of voice. From there, the Campfield visual and verbal identity and guidelines — a system that could scale from Long Beach to future Campfields.
The content strategy unfolded in phases matched to the launch arc: intrigue (manifesto and anthem), launch (the website), build (local stories), and extend (seasonality and conservation).
A parallel workstream translated Snow Peak Japan's loyalty program for US expectations: simplified, gamified tiers with no down-ranking, membership treated as a product — part of the club — and the Japanese concept of noasobi (sophisticated outdoor fun) carried through. The recommendation included REI-style member nights and a philanthropic component.
The Campfield website was a 20-week, four-phase build: a booking and e-commerce platform with a dynamic campsite map showing live pricing and amenities, Onsen spa booking with checkout upsell, meal-kit and gear-rental add-ons, café and general store pages, staff point-of-sale, and integrations across Shopify, Klaviyo, Zendesk, YotPo, and Schedulicity — all to WCAG 2.1 AA accessibility standards.
The audience data grounded every decision: primarily 25–34, concentrated in California, New York, Washington, Oregon, and Texas, purchasing about twice a year with a $229 average order value — car campers with a taste for elevated cooking who camp in groups.
1st
Snow Peak Campfield in the US
20
Week platform design & build
$229
Average order value informing the commerce design
Brand audit and principles. Value proposition, narrative, and tone. Campfield identity and guidelines. Loyalty program discovery. Complete booking and e-commerce platform design. Campfield Long Beach opened as Snow Peak's first US campground in fall 2022.