Bridge Factory was hired by Canadian Tire to help revitalize the visual and experience design of the Mastercraft private label.

Steered by ethnographic research, market studies and user validation findings, Bridge Factory developed a set of Design & Brand Guides which would become the “set of rules”  for today, and going forward. The design and brand guides inform Canadian Tire’s manufacturing partners, suppliers and internal purchasing teams so that the brand maintains consistency and excellence over geographically diverse manufacturing options, over a variety of suppliers, over personnel variances, and, over time.

Bridge Factory developed the Mastercraft visual brand language, intended to connect with the average Canadian tool user and supporting Mastercraft’s positioning as the most trusted and recognizable tool line in Canada.  The visual brand language has been applied to the entire Mastercraft line which includes over 700 products.