CB2

MARKETING CASE STUDY
Pet Product Teaser Campaign

THE CHALLENGE

How could CB2, a design leader in home goods, tap into the multi-billion dollar pet furniture market while extending its sophisticated aesthetic to engage its design-savvy audience with inherently CB2 offerings?   

THE SOLUTION

To explore CB2’s potential in the pet furniture market, I developed TURF—a comprehensive product concept pitch designed to align seamlessly with CB2’s lifestyle brand. The campaign featured visually sophisticated teasers that matched CB2’s editorial tone, sparking intrigue and highlighting the collection’s elevated design.

With fabrication-ready prototypes and a defined marketing strategy, the project provided a cohesive vision for a pet category deeply rooted in CB2’s distinct design language.

To protect intellectual property individual product visuals were intentionally withheld.


STRATEGIC APPROACH

Embodying CB2’s core design codes—sculptural form, material richness, and editorial curation—TURF offered a harmonious fit within CB2 homes and the lifestyles of their pet-loving customers.

The teaser leveraged mood, pacing, and familiar visual cues to build anticipation for a cohesive and elevated pet line.

KEY INSIGHT

TURF identified and addressed a clear gap in the market: aesthetically sophisticated pet furnishings specifically designed for style-conscious consumers.

It presented CB2 with a unique competitive advantage by providing an opportunity to strengthen customer connections, increase cart value, and reinforce its leadership position in this rapidly evolving category.


VALUE PROPOSITION

Most pet furnishings fall short of CB2’s design standards—visually cluttered, poorly proportioned, and misaligned with the brand’s elevated aesthetic.

TURF reimagined pet products as a seamless extension of CB2 interiors: sculptural, intentional, and fully integrated into the home.

For customers, it offered a way to indulge their pets without compromising style. For the trade, it delivered specification-ready pieces that met both aesthetic and functional demands—simplifying sourcing while elevating results.

PRODUCT CONCEPT

Concealed by design, the teaser video intentionally withheld product visuals to protect the intellectual property behind the TURF line.

But beyond the video were fully developed product concepts, grouped into three unique collections: LEAN IN, DOVETAIL, and NEST.

Design specifications—dimensions and CMF (color, material, and finish)—were created for six products to launch in store: two dog beds, two cat scratchers, and two cat beds (20 SKUs total). Additional concepts were roughed out for online sale, including collars, bowls, and modular cat trees, with specs tailored for flat-pack shipping.

The abstract visuals below offer conceptual cues that hint at the tone and physical structures of each collection.

This wasn’t about making pretty pet products. It was about expanding into a prosperous new category—and making distinctively-CB2 pet products: beautiful, functional things for how we live, and for the animals we love and share our lives with.

DOVETAIL

Modular systems built from interlocking parts and reconfigurable structures— designed to expand product ecosystems, give pet parents the fun and function of rearranging components, and support add-on sales. *

LEAN IN

Sculptural designs defined by pitch and physical interaction—angled to encourage climbing, scratching, or resting, and to match natural animal behavior. * 

NEST

Structural forms paired with soft, inviting materials—designed to cradle, comfort, and cocoon. * 

* Final form and detailing withheld to preserve proprietary concept.


OUTCOME & IMPACT

While CB2 ultimately did not pursue the pet product category, the Turf concept pitch received commendation from company leadership for its strategic clarity, visual sophistication, and pitch-perfect alignment with CB2’s aesthetic and tone.

It demonstrated a compelling brand-right opportunity with clear potential for market expansion.