Data-driven design strategy expands brand footprint from outdoor specialty to mainstream retail channels.
Sunbrella, the performance textile leader, needed to transform from an ingredient brand known primarily to trade professionals into a consumer-facing lifestyle brand. With expansion plans into ready-made drapery, throws, upcycled goods, and care products, Sunbrella required packaging design that would translate their B2B equity into compelling consumer benefits at mainstream retail touchpoints.
Initial consumer testing uncovered that while Sunbrella maintained strong technical credibility with industry insiders, everyday shoppers struggled to connect these performance attributes to tangible lifestyle benefits. The brand’s existing visual language, optimized for trade audiences, created friction in retail environments where shoppers make split-second purchase decisions based on emotional cues.
Using our iterative Path to Performance™ methodology, we developed and validated a consumer-centric brand and packaging system across ready-made drapes, sustainable bags/home goods, cozy throws, and cleaning solutions. The design system increased purchase intent by 9 points versus category competitors, accelerating Sunbrella’s growth beyond traditional patio applications into interior spaces. Their new consumer products have established a foundation for continued growth as a lifestyle brand built on the promise of durable, beautiful, worry-free textiles across multiple product categories and distribution channels.
