Case Study: Pure Fishing revitalizes Caboodles with BOLTGROUP

Pure Fishing revives Caboodles with BOLTGROUP, driving a sold-out limited edition launch in hours

Pure Fishing, the owner of the iconic Caboodles storage brand, faced the challenge of revitalizing the brand to bridge its nostalgic legacy with modern relevance for a new generation of consumers. They partnered with the design agency BOLTGROUP to re-establish brand consistency, clarify their target audience, and develop a forward-looking strategy.

BOLTGROUP implemented a comprehensive solution including updated brand guidelines, a design toolkit, a contemporary CMF strategy, and product line expansion. This work successfully repositioned Caboodles, leading to significant licensing deals with major properties like *Wicked*, national retail placements at Target and ULTA, and collaborations with brands like E.l.f. Cosmetics and Crayola. The revitalized brand achieved sold-out limited editions, prominent media features, and renewed cultural relevance.

Pure Fishing