Gerber Gear
Trust doesn't flinch.
For 85 years, Gerber has made knives and tools for work and the outdoors. As the brand looked to its next chapter, it needed a look and feel that reflected the quality of its products. It also needed a creative platform that could support dozens of stories and product launches throughout the year. Gerber engaged Cinco to evolve the brand and build that platform. Working closely with Gerber’s internal brand marketing team, we reframed the brand voice around the people who rely on these tools and developed a new visual language for the brand. The result is the 2026 Brand Campaign, built around a single idea, Trust Doesn’t Flinch. It focuses on the products, people and activities who embody the spirt of the brand. A modular system moves between brand and product storytelling across digital, social and retail, and photography captures real moments through a modern lens.
Concept & Narrative
Art Direction & Design
Visual Language
Content Strategy
Content Creation
Systems & Toolkits
The system is designed to scale, moving from brand campaign to product launch while keeping photography, product details and messaging consistent from one piece to the next.
The system is designed to scale, moving from brand campaign to product launch while keeping photography, product details and messaging consistent from one piece to the next.
The system is designed to scale, moving from brand campaign to product launch while keeping photography, product details and messaging consistent from one piece to the next.
The system is designed to scale, moving from brand campaign to product launch while keeping photography, product details and messaging consistent from one piece to the next.
The system is designed to scale, moving from brand campaign to product launch while keeping photography, product details and messaging consistent from one piece to the next.
The system is designed to scale, moving from brand campaign to product launch while keeping photography, product details and messaging consistent from one piece to the next.
The system is designed to scale, moving from brand campaign to product launch while keeping photography, product details and messaging consistent from one piece to the next.
The system is designed to scale, moving from brand campaign to product launch while keeping photography, product details and messaging consistent from one piece to the next.
The system is designed to scale, moving from brand campaign to product launch while keeping photography, product details and messaging consistent from one piece to the next.
The system is designed to scale, moving from brand campaign to product launch while keeping photography, product details and messaging consistent from one piece to the next.
The system is designed to scale, moving from brand campaign to product launch while keeping photography, product details and messaging consistent from one piece to the next.
The system is designed to scale, moving from brand campaign to product launch while keeping photography, product details and messaging consistent from one piece to the next.
The system is designed to scale, moving from brand campaign to product launch while keeping photography, product details and messaging consistent from one piece to the next.
At the center are the tradespeople and outdoor users who rely on their gear, with each story told through real moments of the tools in use.
At the center are the tradespeople and outdoor users who rely on their gear, with each story told through real moments of the tools in use.
At the center are the tradespeople and outdoor users who rely on their gear, with each story told through real moments of the tools in use.
At the center are the tradespeople and outdoor users who rely on their gear, with each story told through real moments of the tools in use.
At the center are the tradespeople and outdoor users who rely on their gear, with each story told through real moments of the tools in use.
At the center are the tradespeople and outdoor users who rely on their gear, with each story told through real moments of the tools in use.
At the center are the tradespeople and outdoor users who rely on their gear, with each story told through real moments of the tools in use.
At the center are the tradespeople and outdoor users who rely on their gear, with each story told through real moments of the tools in use.
At the center are the tradespeople and outdoor users who rely on their gear, with each story told through real moments of the tools in use.
At the center are the tradespeople and outdoor users who rely on their gear, with each story told through real moments of the tools in use.
At the center are the tradespeople and outdoor users who rely on their gear, with each story told through real moments of the tools in use.
At the center are the tradespeople and outdoor users who rely on their gear, with each story told through real moments of the tools in use.
At the center are the tradespeople and outdoor users who rely on their gear, with each story told through real moments of the tools in use.
At the center are the tradespeople and outdoor users who rely on their gear, with each story told through real moments of the tools in use.
