Concrete Creates a Lifestyle Fitness Brand For Canadian Tire and Sport Chek
After the successful launch of the Paderno kitchenware brand, Canadian Tire Corporation returned to Concrete with an idea to create a brand for an under-served category niche. The concept revolved around creating a full suite of smartly designed and considered products that allow busy individuals to transition efficiently from home to work to workout. Designed to be compact, portable and compartmentalized, the products start with all forms of gym bags, and extend to all kinds of items those bags might contain – apparel, personal care products, accessories, snack bars, etc.
Concrete created a full Brand Identity system that included guidelines for brand voice, packaging, web, as well as the branding of all products. The new line is available at all Sportchek stores and direct from FWD’s website.