Trask Brand Book

H.S. TraSk The Story

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We love the story about the man who followed a river and found his dream. Because it’s true. Because it’s not just the story of one man, it’s the story of us. The story of America. A country built by people with the courage to dream and the conviction to make those dreams come true. By questioning the way it’s always been done.By wondering what if.And asking why not.And by knowing that there’s another way. A higher road. A way that’s right and real.By leading, not following. Making a mark and leaving not just footprints, but blueprints for something better.It’s a story that’s still being written with bold strokes by people who are driven not by a paycheck, but by a passion for a life well lived. People who make their choices based not on simply what looks good, but on what feels right. Like Trask. Because like so many other things that are worth pursuing, they don’t get old. They get better. And long after the others are relegated to the back of the closet, these are the ones you’ll count on. Day by day. Year after year. A timeless style that’s beyond trends, resistant to fads or fading away. An American icon that’s earned its reputation one step at a time, one generation after another. It’s our heritage and our story. And now it’s yours, too.

H.S. TraSk The Man

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H.S. TraSk The Woman

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H.S. TraSk The Product

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H.S. TraSk The Store

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H.S. TraSk The Images

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H.S. TraSk Logo One

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A N A M E R I C A N O R I G I N A L


H.S. TraSk Logo Two

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H.S. TraSk Logo Three

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H.S. TraSk Logo Four

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H.S. TraSk Trade Dress

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Bison Longhorn Buckskin Cowhide Wild Pony Prairie Sheep Wild BoarMountain GoatElk










Bison Longhorn Buckskin Cowhide Wild Pony Prairie Sheep Wild BoarMountain GoatElkBison Longhorn Buckskin Cowhide Wild Pony Prairie Sheep Wild BoarMountain GoatElk


H.S. TraSk Leather Classifications

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H.S. TraSk Box Interior

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H.S. TraSk Brand Pattern

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H.S. TraSk The Catalog

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The American Legend of a man who followed a river and found his dream.

HunTer’S run

Fall 2012

H.S. TraSk Mini Catalogs

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An American Original.

Made to be Worn.

H.S. TraSk The Tone of Voice

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TAKE THE ROAD LESS TRAVELLED

If you listen, you can hear it. A sound like thunder rumbling across the plain. A sound that inspired a movement, created our country and kindled our spirit. An American spirit of independence and freedom. A spirit that lives today. If you know where to look. You’ll find it on the road less travelled. Off the highway, off the beaten path and off the grid. It’s not what flashes by our screen on the race to nowhere, it’s what’s sought out and savored. It’s immune to fads and to fading away. It’s what’s lasting and what never gets old. Instead, it gets better—until it’s really just a part of you. It’s there for those who go the distance, who stay on course and are somehow always a step ahead. Blazing trails, cutting through the red tape and finding a better way. It’s there in the moments that you want to remember. The days when you know why you’re here and what you’re here for. The times that define your life. It’s a feeling of being connected and rooted in the rhythms of nature— but moving to a completely new beat. A beat that invites you to dance under the stars, howl at the moon and follow your heart back to where you know you belong. Back to what is real and honest. Back to what really is the home of the brave and the land of the free. And it’s waiting to be discovered all over again. So get off at the next exit, set your compass to true North come find the spirit of America. It’s here.

H.S. TraSk Website Editorial

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H.S. TraSk Headlines

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The American legend of a man who followed a river and found his dream.Off the grid, off the clock, off the beaten track.Free to roamFree range spiritBorn freeWhere freedom livesFree spiritLand of the free, home of the brave.Your own time on your own termsNatural beautyFor the best of timesHold onto what’s real.Celebrate the life you love.When it’s real, you know.Where We Came From.We found it right hereWe find it in the open spaces where…Finding your True NorthUncompromising and uncomplicatedAn American icon for the independent mindWhat to wear on the road less travelledDefining the new American spiritA national treasureAn American StoryAn American OriginalWhat’s real doesn’t change. It just gets better.What’s iconic has earned its reputation one generation at a time, step by step.

H.S. TraSk Seasonal Imagery

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H.S. TraSk Still Life Photography

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H.S. TraSk Men’s Product

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MODern CLaSSICS

SanDaLS

MOCS

DreSS CaSuaL

BOOTS

H.S. TraSk Women’s Product

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SanDaLS

FLaTS

CLOGS

BOOTIeS

HanDBaGSBOOTS

H.S. TraSk Brand Values

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AT H.S. TRASK, WE bELiEVE DEEpLy in pROViDing A bRAnD ExpERiEncE THAT iS ROOTED in OuR SHARED VALuES OF . . .

AUTHENTICITYOriginal, Real, Americana, American heritage

INDEPENDENCEIndividualism, Freedom, Doing what you want to do, For the favorite times in life

OUTDOOR SPIRITRugged and Refined, Escape, Relaxation

PREMIUMDistinctive, Unique, Special

HEIRLOOM Durable, Quality, Gets better with time

H.S. TraSk Brand Positioning

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H.S. TRASK iS An AMERicAn ORiginAL, WiTH pRODucTS THAT ARE MADE TO bE WORn AnD gET bETTER WiTH TiME.

H.S. TraSk Men’s Landscape

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PreMIuM

BeTTer

VaLue

Wolverine

Ecco Børn UGG

Merrell Timberland Clarks Sperry

Frye Cole HaanH.S. Trask

J&M

Pe

rF

Or

Ma

nC

e

LIF

eS

TY

Le

H.S. TraSk Women’s Landscape

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PreMIuM

BeTTer

VaLue

Fu

nC

TIO

n

Fa

SH

IOn

Ariat

Merrell

Børn UGG Clarks

Minnetonka Sperry Timberland

Dansko

Ecco Frye Cole HaanH.S. Trask

H.S. TraSk The Trask Consumer

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H.S. TraSk The Men’s Opportunity

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MEn’S OppORTuniTy

H.S. Trask will broaden its Bozeman heritage to the spirit of the outdoors, while maintaining integrity and uniqueness in product materials and craftsmanship. H.S. Trask will provide men with must-have getaway footwear and accessories with a strong style point of view.

DEMOGRAPHICS: Men, 30s/40s/50s (aspirational target 30’s)

LIFESTYLE: affluent, family people, well traveled

FASHION SENSE: timeless style, classic, updated traditional, understated

OCCUPATION: successful entrepreneur, doctor, lawyer, middle management, architect

ATTITUDE: love for outdoors, independent, open minded, quality conscious, intelligent, social

EMOTIONAL NEEDS: want to have quality goods and experiences in life

ACTIvITIES: getting away from it (to the lake, to the mountains, etc.), sports, fly fishing, enjoying aged bourbon

PLACE: Bozeman, Jackson Hole, Aspen

H.S. TraSk The Women’s Opportunity

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WOMEn’S OppORTuniTy

H.S. Trask will develop fashion relevant women’s product, inspired by the spirit of the outdoors and the brand’s American heritage. H.S. Trask will focus on the integrity and uniqueness in product materials and craftsmanship, while being trend-appropriate for women.

DEMOGRAPHICS: Women, 30s/40s/50s (aspirational target 30’s)

LIFESTYLE: natural, less pretentious, married, settled in, enjoys getting away, enjoys the finer things in life, family oriented

FASHION SENSE: timeless style, classic, updated traditional, discerning, elegant

OCCUPATION: architect, artist, entrepreneur, mom, lawyer

ATTITUDE: appreciates the outdoors, smart, understated, confident, appreciates simplicity, independent, social

EMOTIONAL NEEDS: want to have quality goods and experiences in life

ACTIvITIES: hikes, reads, skis, yoga, works from home, swims, rides horses

PLACE: Jackson Hole, Aspen, Sun valley

H.S. TraSk The Trask Lifestyle

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H.S. TraSk His Social Network

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H.S. TraSk Her Social Network

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H.S. TraSk Brand Sponsorships

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H.S. TraSk Incentive Programs

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Business

Trask Brand Book