YETI
Connecting an Underrepresented Subculture to a Luxury Outdoor Brand
Created "YETI Land" to connect YETI with Reddit overlanders while respecting their sensitivity to direct brand marketing.
Project Summary
Research into the overlanding subculture, its entry points, values, and YETI Land designs.
Deliverables
See the full project breakdown below. ⬇️
Navigation Hub
My Role
Researcher & UX Designer
Madeline Edwards, Art Director
Christine Choe, Art Director
My Team
My Research Tools
Online Publications & Stakeholder Interviewing
My Design Tools
Figma
YETI initially gained traction among southern fishing and hunting communities before expanding its reach in 2014 with durable drinkware. The brand’s reputation for reliability and longevity resonated with outdoor enthusiasts, while its high-end coolers positioned YETI as a premium brand, particularly among a predominantly male audience.
In contrast to vanlife’s free-spirited vehicle-based travel or glamping’s emphasis on comfort, overlanding prioritizes self-sufficient exploration of remote wilderness areas. A core aspect of overlanding is the sense of ‘triumph’ over challenging terrain, rooted in the activity’s history of resilience and resourcefulness.
Interest in overlanding surged during the COVID-19 pandemic in 2020, as reflected in the growing attendance at specialized events like the annual Overland Expo.
The Context
The Ask
How can YETI tap into the overlanding subculture and authentically align itself with the community’s passions?
Our research aimed to explore the overlanding subculture and the challenges enthusiasts face.
To grow my perspective, I expanded my sources beyond overlanding-specific publications. This included car magazines, given the driving-centric nature of overlanding, as well as men's interest magazines, reflecting its historically male-dominated audience. Additionally, I analyzed social media trends, news articles, and scientific studies to capture a broader cultural and practical context.
Refer to the research cloud below for a comprehensive view of my resource pool. ⬇️
Research Cloud
Overlanding: Trails & Trends
Originally rooted in the long-distance movement of livestock, overlanding evolved dramatically with the rise of motorized travel in the 20th century. As motorcycles and cars became more accessible, overlanding shifted into a recreational pursuit — a way for people to explore remote, off-the-beaten-path landscapes on their own terms.
Today, the overlanding community is thriving. Overland Expo, one of the largest annual gatherings for enthusiasts, has seen explosive growth over the past decade — with exhibitor participation increasing by 4,200% and attendee numbers skyrocketing by 7,900%. This surge reflects the widespread and growing appeal of the overlanding lifestyle.
Overland Expo in 2009:
15 Exhibitors &
500 Attendees
Overland Expo in 2019:
650 Exhibitors &
40K Attendees
Main Insight
Overlanders Are A Made Community with a Code
Overlanders aren’t born - they’re made. People within this subculture typically come to this hobby from other outdoor activities, such as birdwatching, mountain biking and climbing.
As a group, overlanders adhere to specific social rules like the "leave no trace" principle, which emphasizes preservation and respect for the natural environment around them.
Emerson Tedder (they/them), Overlander:
“Leave no trace goes into everything you do as an overlander. If you use the bathroom, take your waste with you. Be mindful of the ecological processes around you. Do not build rock cairns or carve your initials on trees.”
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Chang, Andrea. "Meet overlanding, the love child of off-roading and #vanlife." Los Angeles Times.
Fenn, D. (2022, September 26). “How YETI coolers became a status symbol.” The Atlantic.
Elizabeth Bennett. "Overlanding as a way of life." Overland Bound.
In-person Stakeholder Interview with Emerson Tedder Conducted on February 20th, 2024
Mike Imlay. "The Rise of Overlanders: Who are they and what are they searching for?" Sema, May 2021, Web, February 9th, 2024. Article Link.
Overland Expo Staff. "What is overlanding?" The Compass.
"Van Life vs. Overlanding, What's The Difference?" Dalton Johnson.
Important User Experience & Product Considerations
The research identified key user experience issues that YETI can address to enhance its offerings for overlanders.
YETI can create initiatives highlighting its commitment to overlanders' craft over product sales.
YETI can develop a platform to engage overlanders while maintaining brand control.
YETI can ensure inclusivity by using welcoming language which aligns with shared values.
YETI Land is a digital community—available as both a mobile app and a web portal—to help overlanders connect with each other and with the YETI brand. Designed to enhance accessibility and engagement, this dual-platform approach meets users where they are: on the go and online.
It serves two key goals:
Familiar Experience for Reddit Users: The app mirrors Reddit’s structure, offering familiar features like upvoting, group discussions, trip calendars, and map views—creating a seamless transition for overlanders accustomed to forum-based interaction.
Community Engagement Beyond Forums: YETI Land offers a space for brand connection without forum restrictions. Traditional platforms like r/overlanding limit commercial content, but YETI Land opens space for genuine interaction without those barriers.
On desktop, YETI Land is integrated into YETI’s website with a banner that invites overlanders to explore and onboard quickly. Once in, users can easily return to their personalized feed.
Explore the YETI Land designs in the slideshow below. ⬇️
Solution
Beginning with Yeti Land
Yeti Land Homepage
Yeti Land Calendar Page
Yeti Land Map & Reserve Space Page
Yeti Land Banner on Web
Yeti Land Sign Up & User Testimonies
Yeti Land - Joining Membership
Membership Pledge
Yeti Land Confirmation Banner
Yeti Land Homepage
YETI Land creates a dedicated space for overlanders on Reddit, allowing them to engage with the community at their own comfort level while staying connected to the YETI brand. The project received an average peer score of 3.98 out of 5, with strong appreciation for the Figma prototypes.
Peer feedback highlighted key strengths:
“The YETI space reservation is a great idea for a getaway while also encouraging people to explore.”
“Enjoyed the duo as the user and their conflicting interests! Made for a nice tension and full-bodied solve. Also, so much worked up as far as live prototypes! Amazing.”
“The idea of making this a good app for both people who want to be alone and people who want to meet others was really cool.”
Impact
I am proud of the thorough secondary and primary research conducted for this project. Immersing myself in a socially private community and gaining a deep understanding of their dynamics was the most rewarding aspect of this experience.
Project Reflection
Check out my other projects below. ⬇️
