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 subtly 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.
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.