Brand Identity is who and what a brand is all about, and the message it wants to convey. The company, in this case, wanted this product to have an outdoorsy nature feel, with an eco friendly approach.
The Logo and the name CHIMPS, with the chimpanzee replacing the M sums up their product in entirety.
Chimpanzees (or chimps) are known for their love of swinging from trees and in a subtle way they convey the message of strength.
The green in their logo conveys their sustainable and eco friendly approach. Other logo variants are for printing on packaging and product.