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Inspired by our research on Oregon brand identity, our team decided to build a model based on Oregon brand values and practices. We broke this down into 5 words: Sustainable, Weird, Independent, Rebellious and Local—which formed the playful acronym “SWIRL.”
Sustainable: Environmentally aware
Weird: Unafraid to transcend the superficial
Independent: A strong, recognizable identity
Rebellious: Consciously rejects industry standards in the pursuit of something different or better, and therefore willing to take risks.
Local: Cultivates a sense of community, and/or actively engages with others in the community
SWIRL is about responsibility to the Oregon community, building respect with consumers and a dedication to pushing the boundaries of creativity.
We chose to rebrand Benchmade because it was a successful, nationally recognized brand that did not have a strong tie to its Oregon roots. However, we hope that this model can make it easier for every brand to embrace their Oregonality, to whatever extent that may be.
