The Garden Of Patagonia

The Garden Of Patagonia is a project that serves as a brand extension for Patagonia, a brand deeply rooted in sustainability and in the retail outdoor apparel world. This project aimed to function as a brand stretch proposal to reimagine the brand's environmental activism through the lens of holistic health and inner sustainability. The concept proposed was a new line in the world of organic supplements and plant-based nutraceuticals in collaboration with the supplements brand Garden of Life. This brand extension had the vision to push Patagonia’s pre-existing values on responsibility, transparency, and ecological consciousness towards a new market: the wellness market. With the slogans “We’re in business to save our home planet” and “Fuelled for the Wild, Powered by Nature” the strategy behind this proposal for a brand stretch imagined to connect environmental preservation with self-care, allowing to transform daily routines in acts of sustainability. This was the project for the first time fully pushed Gaia to think beyond conventional boundaries, gaining a development in her ability to identify strategic overlaps between markets without having to compromise on the brands core identity. Lastly, this reinforced her perception and understanding of how a brands existing equity and values can be open to a genuine new commercial territories.