Boltwell isn’t your normal camouflage-clad army surplus prepper. Design Ranch designed a brand for the emergency preparedness kits that combined style with practicality... making Type A moms with modern, sophisticated taste swoon. When concepting the strategy, we thought, what better symbol for the brand than a tortoise?! It carries its shelter wherever it goes, ready to hunker down or bolt away at any moment. Plus, tortoises live for a very, very long time… and so will this brand.