Complication

As the Turtle Fur brand grows with time, so too does the need and positioning in the winter apparel market. Sales are becoming stagnant and something needs to be done to reposition the brand.

Solution 

Turtle Fur's target audience needs to shift from the older audience to younger millennials. Making their brand more competitive with big name action sports brands, while still upholding the core values of style, comfort, and playfulness is what this campaign strives to do.