Elevating Rab’s Brand with Their First Sustainability Report
Client
Rab® & Lowe Alpine®
Services
Copywriting
Creative Direction
Carbon Accounting
The challenge
Before founding The House Outside, Kevin worked in-house at Rab, where he played a pivotal role in creating the brand’s first sustainability report. Rab, a respected name in outdoor apparel, needed a clear, compelling sustainability narrative that would resonate with its environmentally conscious audience. In addition, Rab wanted to integrate sustainability into its core messaging and day-to-day brand communications. With no existing carbon accounting in place, Kevin undertook this process from scratch, setting the foundation for the brand’s sustainability efforts.
© Equip Outdoor Technologies Ltd
Our approach
To ensure Rab’s sustainability messaging was more than just a report, we focused on embedding environmental and social values into the broader brand communications strategy. Working closely with the Marketing and CSR teams, he developed a 12-month communications plan, including harnessing PR opportunities.
Comprehensive Communications Plan
We mapped out a 12-month communications strategy to weave sustainability messaging into Rab’s brand, from product pages to social media, swing tags, and more. This ensured a consistent, authentic voice across all channels.
Engaging, Targeted Content
To make sustainability accessible and engaging, we created content that spoke directly to Rab’s audience. Every message was crafted with the consumer in mind, focusing on the impact of sustainability in a way that resonated with outdoor enthusiasts.
Full Asset Creation
Collaborating with the design team, Kevin helped produce all necessary assets, including the sustainability report, website copy, social content, internal documents, and positioning statements. The result was a comprehensive set of materials that conveyed Rab’s commitment to sustainability across all consumer touchpoints.
The results
The launch of Rab’s first sustainability report marked a significant milestone for the brand, positioning it as a leader in sustainability within the outdoor sector. Rab achieved impressive recognition in the UK market, with Ethical Consumer rating Rab above Patagonia in 2022. This milestone affirmed Rab’s commitment to sustainable practices and established the brand as a trusted choice for environmentally conscious consumers.
Through an integrated approach to sustainability messaging, Rab built a transparent, impactful narrative around their environmental efforts. By embedding sustainability across the brand’s channels, Rab now stands as one of the leading sustainable brands in the outdoor sector, setting a benchmark for authenticity and consumer trust.