CozyWay is Camping World’s exclusive line of RV mattresses, pillows, and bedding, designed to make your home on the road as comfy and cozy as possible.
What began as a meme on TikTok, turned into a challenge on Twitter, and finally became a branding collaboration with Camping World. From an initial icon to execution, our team worked directly with CEO Marcus Lemonis to develop a series of in-house Camping World brands.
Keeping a common theme of “C-W” tying back to Camping World, we developed the name, personality, and identity for Cozyway, a new bedding and home brand.
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COZYWAY
The comforts of home, away from home.
Hey @madeby87 would you like a full time job working directly with me? If yes be at my office tomorrow at 12 noon. Bring your portfolio and let’s see if we can work it out https://t.co/4eA5XLznml
— Marcus Lemonis (@marcuslemonis) October 29, 2021
Designing an in-house brand for life on the road.
It’s a project that started with a tweet from Camping World’s owner, and host of hit shows The Profit and The Renovator, Marcus Lemonis.
A fan had submitted a logo concept for Camping World and Marcus Tweeted out that he was looking for something better. He even promised a free RV in return. But we didn’t want an RV, all we wanted was a meeting with the man himself, so we whipped up a killer logo concept and sent it his way.
Marcus was impressed. We got the meeting on the books and he enlisted our help developing a name and brand identity for Camping World’s all-new in-house line of RV interior products.
Celebrating the comforts (and coziness) of home away from home.
People don’t tend to think of RV living as particularly luxurious or comfortable. Marcus and his team wanted their new brand to paint a different picture.
First, we needed a name. It needed to imply that there’s a way to enjoy the comforts of home even when you’re a long way away from home. We wanted it to exude the pleasures of snuggling into a warm, soft, cloud of a bed after a long day of adventure on the road or out in nature. “CozyWay” was a perfect fit.
The name is short, sweet, and easy to understand. It speaks to the functional benefits the products delivered (coziness and comfort) while alluding to the journeys and adventures these products would enhance. It set up a simple, easily replicable copy construct to tell its story and romance the product experience.
The fact that it leans into the initials of its parent brand (“Camping World”) allowing us to adapt the logo form that Marcus loved so much in the first place was all the more reason to love it.
The visual identity was designed with similar objectives in mind. The sage and gray color family and the soft, inviting letter forms of Ricoleta by Linotype were chosen to emphasize calm and comfort. Romantic adventure photography featuring the serene, cozy moments that can only be enjoyed in a home on the road completed the equation.
