HAWX

BAD ASS WORK GEAR

Challenge:  Develop a New Workwear Brand

Concept:  We Got Your Back

As part of Boot Barn’s efforts to grow sales in work boots and apparel, Boot Barn wanted to launch an innovative, new brand and line of work wear that targets males between the ages of 20-45 -- with a greater focus on the 20-30 age group. 

Boot Barn expects this new brand to compete on a level at or better than the premier U.S. brands focused on the younger work customer (e.g., Keen, Timberland Pro, Ariat Rebar) and to resonate intuitively with his rugged, mostly outdoor lifestyle. They also expect the brand to be clearly differentiated from the competition and be distinctive enough in voice and/or imagery to cut through the marketing clutter. 


Working with the Riley Group team has been one of the most pleasing experiences I have had with a marketing company. Carl and his team not only work harder than any other marketing team, they are also the most pleasant to work with. They collaborated with our team, and have nailed the design concept over and over again. Riley Group is my “go to” for all upcoming marketing projects!! Best experience and outcome!!!
— Laurie Grijalva, Chief Merchandising Officer

CO-CREATION



WHITE SPACE ANALYSIS



BRAND POSITIONING CONCEPTS



REASONS TO BELIEVE & TONE OF VOICE



NAMING



HAWX



PACKAGING


TEAM


KILLIAN MCILROY

Independent Creative Director

BRIANNE DEROLPH

Independent Environmental Design
Director and Custom Fabricator

ANDREA BUCCASSO

Independent Environmental Design Director

CARL RILEY

Independent Strategy Director