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Brigg Leather & Supply (originally Brigg Leather Co., established in 1908) is a multi-generation, family-owned leather goods company rooted in American craftsmanship. Despite deep heritage and quality sourcing, the business reached a plateau marked by declining sales, growing founder concern, and uncertainty around how to remain relevant in a crowded, trend-forward market.
At the outset, Brigg believed the challenge was largely tactical, a logo refresh and improved marketing. However, leadership recognized that jumping directly into execution risked compounding misalignment rather than solving it.
Core Strategic Challenge
The underlying issues were structural, not cosmetic:
• Unclear positioning in a saturated leather goods category
• Audience drift, with no sharply defined niche
• A heritage story that lacked modern cultural translation
• Fragmented creative and marketing efforts operating without a shared strategic spine
• No clear roadmap for product expansion or market entry
Without addressing these fundamentals, any execution would have operated in silos, weakening buyer trust and limiting long-term growth.
Phase 1: Strategic Foundation
Phase 1 was built to guide better decisions before committing to a rebrand or marketing execution. The work included leadership discovery, cultural and historical research, audience analysis, competitive positioning, early product exploration, and commercial planning.
Together, these insights clarified Brigg’s target customer, identified credible market opportunities, and created a roadmap for design, production, retail, digital, and marketing investment.
Key Strategic Outputs
Phase 1 concluded with a comprehensive Brand & Marketing Guide designed to guide future decisions.
The work included brand positioning, audience definition, brand pillars, narrative and voice, visual identity, product expansion strategy, go-to-market direction, and a sequenced execution roadmap.
Brand Architecture & Renaming
A key recommendation was evolving the name from Brigg Leather Co. to Brigg Leather & Supply.
The new name removed the limitations of a leather-only identity and created room for broader product categories, future audiences, and long-term growth.
Phase 1 also gave leadership the clarity to make faster decisions, expand with intention, align marketing and sales, improve execution, and launch a rebrand grounded in strategy rather than aesthetics.
Evidence of ROI
Following the repositioning, Brigg achieved approximately 300% revenue growth, sustained year-over-year DTC gains, stronger pricing power, and expanded into new product categories without diluting the brand.The strategy also improved wholesale alignment, protected margins, and strengthened Brigg’s cultural relevance through community support, earned media, and organic advocacy.
