150+ products, sold coast to coast.

Canadian Tire has 12 million+ loyalty members, and more than 90% of Canadians live within 15 minutes of one of its 500+ stores. As a brand consultant I helped shape, update and launch 150+ products for Canadian Tire Corporation's owned brands, mostly Evoke Wellness, sold only at SportChek and Sports Experts, and Diamondback and Raleigh bikes, sold only at Canadian Tire.

Role
Brand Consultant: internship, then freelance
Brands
5+ owned brands
Products
150+ shaped and launched
Stores
850+ across Canada
Credit
Canadian Tire Corporation
When
Jan to Aug 2023
The Evoke Wellness line: foam roller, door gym, ab wheel and yoga boxes, with the bilingual panel up front.
Evoke Wellness, sold at SportChek

Strategy and craft, side by side

Strategy

The outer line: what I decided.

  • Brand strategy coordinated across 5+ owned brands
  • One position across packaging, product content and supplier-facing work, online and in store
  • Scope and deliverables set with internal and external stakeholders
  • An internal pitch to align teams on the product shoot
  • Creative direction for SportChek's hockey-season Evoke reel
  • Products taken from concept to launch, then handed to the category teams

Craft

The inner line: what I made.

  • Copy for 150+ products: names, pitches, descriptions and video scripts
  • Evoke Wellness packaging across 40+ SKUs
  • Romance copy for 40+ Raleigh and 20+ Diamondback bike SKUs
  • A creative direction brief for inserts and visuals
  • New product-line logos, with an internal designer

More from this project

Logos of four Canadian Tire owned brands: Woods, Ripzone, Diamondback and Evoke.
Owned brands: Woods, Ripzone, Diamondback, Evoke
The bilingual Evoke Wellness door gym panel: muscle groups and four feature icons.
Bilingual product panel
An Evoke Wellness massage ball box.
Massage ball
An Evoke Wellness step platform box.
Step platform
The back of an Evoke Wellness resistance kit box, with exercise photos.
Resistance kit
An Evoke Wellness foam roller box.
Foam roller
Two Diamondback bikes on display in front of a Diamondback banner.
Diamondback on display

Creative direction

I set the creative direction for SportChek's hockey-season reel for Evoke Wellness: off-ice training moves with Evoke equipment that carry straight onto the ice.

Posted by SportChek on Instagram, September 2023.

Plays from SportChek’s Instagram

What it added up to

850+

Canadian Tire, SportChek and Sports Experts stores carry the brands I worked on

150+

products shaped, updated and launched

12 million+

members in Triangle Rewards, Canadian Tire's loyalty program