Mayer calls “medical red.” And the brand’s logo features a chunky typeface that she describes as simultaneously “bold and steady” and also “a little bit friendly and disarming.” The brand’s signature orange calls to mind traffic cones, signaling caution without ringing the mental alarm bells associated with what Ms.
Judy never shows the “after” shots of homes that have been destroyed by wildfires or flooding, only the “before” images depicting happy families occupying pre-disaster living rooms. Their approach, designed by Ada Mayer, creative director of Red Antler, hinged on tapping positive emotions, rather than exploiting the fear that so often accompanies emergency prep. Foremost among them are Preppi, a Goop-approved brand that sells disaster supplies in minimalist backpacks, and Judy, which has tapped celebrities like the Kardashians, Chrissy Teigen and TikTok sensation Addison Rae to promote its portable generators and waterproof supply packs. McGuire was concerned, these brands target “outdoorsy, cis white men,” with marketing materials that often feature muscular white guys wearing flannel shirts in the forest.Īs a result, a new wave of emergency preparation companies has arisen: ones that cater to a more style-conscious clientele.
(which sells streamlined backpacks containing small shovels, stormproof matches and water filters), and My Medic (which sells extensive first aid supplies packaged in utilitarian bags). There are companies in this category that have been around for years, catering to survivalists and ex-military types, such as Uncharted Supply Co. Though government agencies like FEMA and nonprofits like the Red Cross have long sought to prepare people for the possibility of disaster, the rise of for-profit companies working in the same space reflects just how big that shift actually is.
“I think we’re starting to see a shift in the assumption that ‘this can’t happen where I live,’” said Mr.
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