Ranger Ready® · Insect Repellent, CPG

Zero to Acquisition

Ranger Ready entered a market dominated by industry giants with one clear advantage: the product was actually good. Traditional bug spray stinks. Ranger Ready doesn't, and the campaign made sure everyone knew it.

First marketing hire. Five years building the brand from nothing.

Ranger Ready's first marketing hire in year one, and for five years after. Working directly alongside the CEO, operations, and sales, the role owned the full creative footprint and every customer-facing touchpoint: the website, emails, point-of-sale displays, and trade show presence.

The brand scaled from launch to national retail distribution at Target, Amazon, Walmart, and Kroger, with 100,000+ customers, a 35% repurchase rate, and 80% year-over-year e-commerce revenue growth. It was acquired by Thrasio in 2022, and earned an organic spot on the Today Show along the way.

Scope

Brand & Packaging

Full identity system and packaging built to stand out on shelf against category giants with far bigger budgets.

E-Commerce & Web

Website and online store built and scaled to support national retail distribution and direct-to-consumer growth simultaneously.

Campaign & SEO

The “Don’t DEET” campaign and an organic search strategy that turned SEO into a real revenue channel, not a side project.

The Packaging

Ranger Ready Picaridin Scent Zero label artwork, front and back

01 · Brand & Packaging

A label system, front to back.

Packaging designed to stand out against category giants on a crowded shelf, and production-ready all the way down to the fine print on the regulated back panel.

Ranger Ready Permethrin label artwork, front and back

02 · The Product Line

One identity across the line.

The same system carried from the skin repellent to the gear treatment, so a growing product line reads as one brand at a glance.

Ranger Ready Picaridin Scent Zero bottle

03 · Retail-Ready

Made for the shelf and the cart.

Packaging built to hold up in a national retail aisle and on the product page alike, from launch through acquisition.

Brand identity: the shield mark and palette, built to carry from the bottle to merch.

Ranger Ready e-commerce site with product menu and a regional tick and mosquito intensity map — E-commerce site, including Insect Watch, a regional tick and mosquito intensity map.

Ranger Ready Don't DEET Challenge campaign page and Facebook post — The Don’t DEET Challenge, a money-back campaign run across the site and social.

Ranger Ready featured on the Today Show — Organic coverage on the Today Show.

The proof showed up on its own.

A Wirecutter recommendation linked back on its own, and genuine word-of-mouth built on Reddit. The brand reached national retail on the strength of the product and the demand behind it, not paid placement.

In Their Words

“Collaborating with Katie is the best — she’s talented, genuine, and easy to work with. … I find myself counting: ‘That’s a Katie idea; Katie came up with that too, that’s her design; I remember when she wouldn’t let me do that (and she was right).’ You get the picture.”

Evan Kesten VP of Sales, Ranger Ready Repellent · through 2022

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