Case Study: Canadian Tire builds an inclusive wellness brand with Jump Branding & Design

Canadian Tire’s Evoke wins 45% of consumers’ top vote with Jump Branding & Design

Canadian Tire engaged Jump Branding & Design to develop the branding and packaging for a new inclusive wellness brand. Their challenge was to create a line of training, recovery, and yoga products that would appeal to everyone, breaking away from the masculine, intimidating aesthetic that dominates the category and offering a supportive brand for all wellness journeys.

Jump Branding & Design developed the "Evoke" brand, creating a gender-neutral identity with a bright teal and blue color palette to maximize shelf impact. The solution featured relatable, diverse models and packaging designed to be simple and inspirational. Since its 2022 launch, the brand has exceeded sales projections. In testing, 45% of consumers chose Evoke as their preferred packaging, making it the top choice. Jump's work is projected to make Evoke a pillar of Canadian Tire's wellness portfolio for years to come.

Canadian Tire