CASE KNIVES – Carve a path to a new market segment
RETAIL BRAND ACTIVATION for a new audience
I helped make a 132 year old knife brand relevant to millennials with a brand repositioning and advertising campaign.
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Millennials are FINDING THEIR OWN PATH
Case Knives customer base was aging. Case wanted to create a campaign to appeal to a young millennial audience. This audience was interested in activities and a lifestyle atypical to their traditional customer. Millennials are interested in hiking the outdoors with friends and a rising interest in camping, glamping, geocaching and finding their own path.
the campaign
“Carve your own path” campaign is a nod to millenials who are looking to discover their differentiation from their parents and grandparents. Case’s products are high quality, unique, large product assortment of folding pocket knifes that aligns well with this audience whom seeks to differentiate themselves. they are Durable knifes for fishing, cutting wood, and giving their owners a sense of self confidence and self determination. the knives come in many colors, sizes and textures.
MY ROLE
As Creative Director, Alex designed branded materials and unified visuals for a retail point of sale campaigns featured at Bass Pro Shops and Cabelas.
The campaigns showcased the creative theme “carve your own path” across posters, table tents, hanging signs and tradeshow materials.
Posters and illuminated displays
packaging
Packaging concepts that reflected a fashion forward mentality for their new audience.
Promotional stickers