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 all about quality men’s apparel crafted with an acute attention to detail. After some modest success, Dakota Grizzly came to Boxing Clever to better build their brand and gain consumer awareness.
We identified their ideal target market extended beyond the traditional hardcore outdoorsman and into urban and suburban males who aspired to the outdoor lifestyle, while still valuing the crafted style of higher-end brands.
With this new target in mind, we redesigned Dakota Grizzly’s look and voice, and overhauled their catalogs and website to better align with the new focus.