TL;DR
THE BRIEF: 

Integrate a pet food line into Carhartt's already existing line of products

THE OPPORTUNITY: 

Carhartt has always been there for the hard worker, even if the "hard work" has changed overtime. This new generation of hard workers are pet parents and only want the best for their hard working canines. 

THE SOLUTION:

Your pets work just as hard as you do. Don't settle for anything less than Carhartt Canine.

the brand truth

CARHARTT HAS ALWAYS BEEN THERE FOR THE 

HARD WORKER

Whether helping to supply soldiers on the warfront with uniforms and supplies during WWI & WWII to providing railroad workers with the safest coveralls, Carhartt outworks their competition to make sure that workers everywhere have access to high quality clothing that helps them push the limits.

the "new" brand truth

THE MEANING OF HARD WORK HAS

SHIFTED

since Carhartt's inception in 1889

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the new generation of people who push the boundaries of what they do.

MAKERS, INNOVATORS, & CREATORS

Carhartt is no longer just for the railroad workers, the farmers, the no-nonsense get-to-work blue collar backbone of America. Carhartt is for the 

the New Collar workers

the opportunity

THE NEW COLLAR GENERATION OF WORKERS ARE

PET PARENTS

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they only want the best for their pets and will go the extra mile to provide for them.

the strategy

YOUR PETS WORK JUST AS HARD AS YOU

Carhartt has established their reputation as the brand for those with an uncommon, courageous work ethic. No matter what you do, you outwork them all and so does your pet.

DON'T SETTLE FOR ANYTHING LESS THAN CARHARTT.

INTRODUCING

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Carhartt has established their reputation as the brand for those with an uncommon, courageous work ethic and we are proud now to extend that brand and trust to their tenacious furry friends.

no matter what you do, you outwork them all and so does your dog;

DON'T SETTLE FOR ANYTHING LESS THAN CARHARTT CANINE

THE PRODUCTS

Similar to the craft you put your hard work into everyday, we named our pet food line "The Craft Chow" because we put only the best and cleanest ingredients into each bag. Keeping in line with Carhartt's values of high quality and passion, we made sure this is no different for your hard working pets.

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Of course, when it's time to take a break and go "off the leash", we have our signature treats for just that.

MARKETING

SOCIAL & OOH

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EXCLUSIVE MERCH LAUNCH

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Product drop with limited edition clothing using the Carhartt Canine logo. Dropping with Carhartt's most popular clothing like the beanies, t-shirts, and sweatshirts. Proceeds will be donated to organizations like the ASPCA and American  Service Dog Association.

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THE TEAM:

JAMES GLASS, Creative Brand Manager & Copywriter

JOHN MARCH, Creative Brand Manager

MY ROLE:

Packaging design & art direction

Brand audit & research

Strategy development

Creative concepting

Deck narrative & design

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