Shareholders sought to elevate Titan Great Outdoors by transforming it into a more refined and purpose-driven brand. The existing product line lacked cohesion, offering a scattered mix of outdoor gear without a clear identity.

To foster growth and create a stronger market presence, the decision was made to rebrand as Ash & Ember Outdoors—bringing unity to the product offerings and crafting a brand that resonates with those who value craftsmanship, adventure, and the art of gathering around the fire.