Back with a vengeance, the Penfield Fall/Winter 2010 campaign features the all-American outdoor man clad in colourful vests, sweaters and jackets. Entitled 'A Longmeadow Morning,' these pictures are filtered with stamp images, sepia tones and an overall American appeal.
Revealing a softer and more sensitive side to the man,
the Penfield Fall/Winter 2010 campaign accentuates the connection between nature and man and his love for the outdoors.
Implications - The lumberjack symbolizes some essential male qualities male consumers gravitate towards. This character type is dependable, outdoorsy and wholly dependent on his means of taking care of himself. Companies should create apparel and branding campaigns that feed into this character type.