Case Study: Capital Rack & Shelving builds a practical industrial brand with Brave Little Beast

Capital Rack & Shelving streamlines quote building with Brave Little Beast

Brave Little Beast partnered with Capital Rack & Shelving (CRS), a new B2C spin-off of Capital Industrial, to build a brand that would directly serve small business owners and DIY organizers. The challenge was to create a distinct identity for this new arm that was straightforward, practical, and accessible, differentiating it from its parent company’s more large-scale industrial focus.

The solution involved Brave Little Beast developing a full core, verbal, and visual identity that channeled a mid-century, utilitarian work ethic. This included a clean, vintage-inspired visual system and a direct, helpful brand voice. They also implemented a custom digital identity with a WooCommerce site that provided real-time inventory and a streamlined quoting tool, delivering on the promise of a better, hassle-free buying experience for the customer.

Capital Rack & Shelving