The Ask

1791 Gunleather wanted to expand their offerings from leather holsters to include fine, handmade leather tool and utility belts. They aimed to break into home improvement retail spaces with this new product line. Recognizing our expertise in this market, they approached us for help.

The Work

We began by researching the competition in outdoor lifestyle and sporting goods stores like REI, Cabela’s and Northern Tool to capture the essence of EDC (Everyday Carry). Our goal was to understand the brand voice and carve out a unique space for EDC.

Research and Strategy: We went beyond store walks, using mood boards, visual stimulations and interactive exercises to define EDC’s ambiance. We also developed a detailed scope of work for 1791 Gunleather, who saw the potential for growth and agreed to our strategy.

Brand Language and Design: We created a brand message that echoed EDC’s essence, culminating in the tagline “Life’s an Adventure. Be Ready.”(™) Each of the 27 individual products was given a unique name and story. The packaging design featured a soft, satin finish with an acetate window and custom illustrations, allowing customers to connect with the product and appreciate its craftsmanship. Our 3D renderings and print management services ensured the quality remained uncompromised.

The Results

EDC’s new avatar was more than just a product – it was an experience. The packaging design was celebrated by 1791 Gunleather, and the products are now available on platforms like Amazon and the 1791 website. This collaboration resulted in a product cherished every day, demonstrating the successful partnership between 1791 Gunleather’s vision and our retail design and packaging expertise.