Audience and Brand Identity Development for Lupine Outerwear

A startup outerwear company, named Lupine Outerwear approached my creative partner and I with a strategic and creative ask. They needed help honing in on their audience, along with brand identity and packaging design.

We used large consumer panels to define three specific audiences, while also pulling out key mindsets and attitudes from each that would help us better position the product. We also provided shopping data, to help inform which stores might be our best priority from a sales and distribution perspective. Below are some of the audience data (for one of the audiences), along with additional design guidance.