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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.

A mechanic in uniform inspects a tire in a garage with shelves of tires in the background. The scene has a focused and professional tone.
Bold red text on white background reads, "Get up. Rise to the challenge. Perform every day." Mastercraft Tires logo below suggests motivation and readiness.A photoshoot is underway in a garage with stacks of tires. A photographer in a blue shirt captures a man adjusting his shirt, surrounded by studio lighting and equipment. The scene conveys a focused, professional atmosphere.
Website interface displaying tire options for a 2011 Ford Edge Limited. Four tire models with images and descriptions are featured, set against a blurred tire-patterned background, conveying an automotive theme.A large off-road tire with aggressive tread design is highlighted. Text on the left emphasizes features like traction, durability, and aesthetics.
Smiling mechanic in a workshop inspects a car's tire, assisted by another person. The scene conveys teamwork and a positive atmosphere. Black and white.Close-up of rugged tires with bold white text overlay: "The American work ethic. Now in a tire." Logo reads "Mastercraft Tires." Monochrome, industrial tone.
A mechanic inspects a tire in a workshop, surrounded by stacked tires. Bold text reads, "The Tire Your Tire Guy Uses." Mastercraft Tires logo is displayed. The scene conveys trust and expertise.A focused mechanic in overalls holds a large tire in an industrial workshop setting. Text overlay reads "The Professional's Choice." Mood is confident and professional.