Mastercraft

Challenge / Objective

Mastercraft is a sibling brand within the Cooper Tire family. Once a proud name, it had grown tired, dated, and disconnected from the people who relied on it. The challenge was to inject new energy and perspective into a brand with real heritage and incredible products — all while revealing the humanity and craftsmanship at its core.

Solution

We immersed ourselves in the Mastercraft community, engaging with customers and professionals to understand their expectations, experiences, and pride in the brand. What emerged was a story rooted in gritty authenticity and the excellence of hard work.

Mastercraft is more than a product or brand. It’s The Professional’s Choice.

Result

A revitalized brand ready for a new level of performance. Grounded in heritage, energized by authenticity, and reintroduced with clarity and conviction.