Cabela's Rebrand and Logo Design

Brand

Client

Cabela's

A hunter stands in a tree silhouetted against a vibrant orange sunset, surrounded by leafless trees, with bold text reading "It's in your family tree. Cabela's," evoking a connection to nature and the outdoors. Rob Harrigan Design. Rob Harrigan.

Less gear, more grandeur. Outdoor retailer rebrand letting nature dominate the conversation. Created logo mark directing overhaul across every touchpoint. Store environments. Signage. Catalogs. TV spots. Nature as recharge. Family connection. Quiet escape from chaos. Bold simplicity giving wilderness room to breathe. Interbrand Top 50 retail brand at launch.

Role
Creative Director, Logo Design, Brand Strategy

Back

Back

Back

A hunter stands in a tree silhouetted against a vibrant orange sunset, surrounded by leafless trees, with bold text reading "It's in your family tree. Cabela's," evoking a connection to nature and the outdoors. Rob Harrigan Design. Rob Harrigan.

©

2025

Rob Harrigan, Rob Harrigan Design, HarriganWorks.
All Rights Reserved.

All client work © respective client. 


Making > talking.

A black circular button displays the text "ICE belongs in cocktails, not in the USA" in bold white letters. Rob Harrigan Design. Rob Harrigan.
A round pin with the "Love & Resist" slogan features the inclusive pride flag design, showcasing vibrant colors and incorporating varied stripes to represent LGBTQ+ diversity and unity. Rob Harrigan Design. Rob Harrigan.

©

2025

Rob Harrigan, Rob Harrigan Design, HarriganWorks.
All Rights Reserved.

All client work © respective client. 


Making > talking.

A black circular button displays the text "ICE belongs in cocktails, not in the USA" in bold white letters. Rob Harrigan Design. Rob Harrigan.
A round pin with the "Love & Resist" slogan features the inclusive pride flag design, showcasing vibrant colors and incorporating varied stripes to represent LGBTQ+ diversity and unity. Rob Harrigan Design. Rob Harrigan.

©

2025

Rob Harrigan, Rob Harrigan Design, HarriganWorks.
All Rights Reserved.

All client work © respective client. 


Making > talking.

A black circular button displays the text "ICE belongs in cocktails, not in the USA" in bold white letters. Rob Harrigan Design. Rob Harrigan.
A round pin with the "Love & Resist" slogan features the inclusive pride flag design, showcasing vibrant colors and incorporating varied stripes to represent LGBTQ+ diversity and unity. Rob Harrigan Design. Rob Harrigan.

©

2025

Rob Harrigan, Rob Harrigan Design, HarriganWorks.
All Rights Reserved.

All client work © respective client. 


Making > talking.

A black circular button displays the text "ICE belongs in cocktails, not in the USA" in bold white letters. Rob Harrigan Design. Rob Harrigan.
A round pin with the "Love & Resist" slogan features the inclusive pride flag design, showcasing vibrant colors and incorporating varied stripes to represent LGBTQ+ diversity and unity. Rob Harrigan Design. Rob Harrigan.