Dakota Grizzly: Branding

California Manufacturing Company, one of the largest private-label outdoor apparel producers, came to market with its first direct-to-consumer brand: Dakota Grizzly. Dakota Grizzly is at its core, quality men’s apparel crafted with an acute attention to detail. Dakota Grizzly came to Boxing Clever to better build their brand and gain consumer awareness.

We identified their ideal target market skewed into urban and suburban males who aspired to the outdoor lifestyle, valuing the craftsmanship of higher-end brands. We leveraged the brand to tell the story of "makers" - people who personified the same attention to detail and skill. These "makers" became the source of storytelling, wearing the Dakota Grizzly line, and sharing their craft.

With this new target in mind, we redesigned Dakota Grizzly’s look and voice, overhauling their catalogs and website to establish an ongoing direction that sets the clothing brand apart.