To appeal to outdoor enthusiasts, B+L designed a badge-like logo with a resemblance to national park signage. The gorilla icon accompanying each design reiterates the Gorilly Goods name and its affiliation to the Dian Fossey International Gorilla Fund®. The new packaging features the logo in two of its varieties to best accommodate size and scale. The packaging also features a quality matte finish and showcases glamour photography to better control how consumers view the product.