Canadian Tire wanted to revamp their auto accessories category in order to provide customers with high quality, well designed goods. Swave worked closely with Canadian Tire to develop the branding and product line for GLOVEBOX™, a new private label brand in the premium automotive category. GLOVEBOX™ is a family of auto accessories which keep the vehicle interior comfortable, convenient, and better organized.
Canadian Tire wanted to create new premium brand of automotive accessories. The existing product had dated branding, styling and lacked smart functionality. The new brand called “GloveBox” needed to be both functionally enhanced while projecting a premium look and feel.
Swave developed a new line of product and the inherent branding of that product. Through product usability sessions the team determined several key areas for product creation and took a systems approach as to how products could work together as a family. Smart functionality, premium materials and refined branding were infused into the go-forward product.
This new brand and product line launched in spring 2015 and has facilitated a Two-tier pricing strategy for this category. Product videos highlight the range of features and durable materials have led to high customer satisfaction.