Caliber is a new world-class sporting store like nothing else in Alabama. The owners are lifelong outdoor enthusiasts who envisioned creating a warm, inviting place for likeminded guests to browse some of the world’s finest guns, fishing gear and luxury apparel. Caliber engaged Tatum Design to help bring the store to life. Our team developed a comprehensive brand identity campaign and launch plan that considered every detail of the customer experience.

The mission was to create a true destination for outdoorsmen. We developed the company tagline, “Elite Outfitters of the Sporting Life,” to set the tone. The logo symbol embodies mastery of nature. A stylized oak leaf forms a crown to denoting field expertise and enduring excellence. This luxury retail logo hits the mark in the hunting, fishing and outdoor categories.

With the core brand in place, our team crafted a retail vision kit to secure exclusive European and American labels. We traveled to New York City to establish relationships with top merchants and retailers as well as select the opening collection of merchandise. We designed in-store displays, signage, coffee cups, shopping bags, gift boxes, label tags and more. Every customer touchpoint was carefully addressed. Before the grand opening of the store, we created ads, radio spots and social posts to generate excitement, raise awareness and build a loyal following. The Caliber Brand Campaign and Launch Initiative positioned the store as the leading authority on sporting in the Southeast. This sophisticated brand stands out among all other American outdoor recreation brands.