FleetFarm was interested in finding their voice.
The big box retailer just went through a major overhaul of their store interiors, but they were looking for a way to bring their brand to life outside the aisle, through language and experience. Their new tagline, "Built for real life," was a good start but was in need of a strong design system that could carry the messages forth to a passionate audience and become the backbone for every corner of the store. So we started getting to know the audience and foster a long-standing, loving relationship with safety orange.
Store visits, followed by a robust design and experience audit,
influenced our direction forward.
Fleet Tape
The Fleet Farmers Almanac
“Real Life Reviews” - Endcap Concept and other various brand treasures
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