Collaborated with North West Sourcing to develop a direct-to-consumer (DTC) proposition, expanding their product lines beyond white-label development for big-box brands like Costco and Sam's Club. Aimed to create a unified identity for their new DTC-focused online department store, encompassing the mother brand and its sub-brands.

Conducted research and benchmarking to identify a suitable DTC approach without impacting their wholesale business. Developed a new brand name, Haloo, and its sub-brands, creating a cohesive identity executed across digital collateral. This included designing a website, app frontend, and social media marketing tools. Established a strong framework and identity system, supported by guidelines and templates, to ensure consistent future expansions and new product lines.