Logo with the words 'TILEY TUFF' and two crossed hammers in the design.

Tilley Tuff was developed as a retail focused extension of the Tilley brand, created exclusively for RONA. I worked alongside the team to build the visual language across branding, packaging, labels, in store signage, digital advertising, and planograms, creating a cohesive system designed to perform both on shelf and in store.

Branding
Packaging Design
Label Design
In Store Signage
Digital Advertising
Planogram Development
Retail Design
Visual Direction

A clothing advertisement featuring winter apparel including a gray beanie, black and red plaid cap, gray fleece top, black and white plaid shirt, two pairs of socks, gloves, and a man wearing a black and red plaid cap and a black fleece jacket.
A woman wearing safety glasses, a black jacket with a zipper, and a khaki-colored top underneath. The jacket has a logo that says 'Tilley Tuff' with a small hammer and pickaxe symbol.
Person wearing brown long sleeve shirt putting on or adjusting black and gray Tilley Tuff gloves.
A pair of tan and black work gloves with the brand name Tilley Tuff on the back, attached to black cardboard packaging.
Two product tags for a hoodie. The first tag is black with the words "Tilley Tuff" and a price of $59.99. The second red tag has a diagram of a hoodie highlighting features such as a locker loop, UPF 50+ fabric, moisture-wicking fabric, four-way stretch, front pockets with slant closure, and brushed synthetic fabric.
Close-up of a black collared shirt with a label that reads 'TILLEY TUFF' and a red logo below the text.
A man laughing, wearing a tan cap with a "Tilley Tuff" logo, a black jacket, and tan pants, sitting against a gray wall.
Close-up of a person wearing tan work pants with a 'Tilley Tuff' label, a red plaid shirt, and a yellow measuring tape hanging from the pocket.
A folded Tilley Tuff long sleeve work shirt with a black, green, white, and red plaid pattern, wrapped with a black label band featuring white and red text and a line drawing of the shirt design.
Close-up of a man wearing a camouflage jacket with a label reading 'Tilley Tuff' and a green T-shirt underneath.
A pair of black Tilley Tuff everyday boot socks shown in packaging with a hanger on top.
A retail store aisle with clothing and accessories on display. A standee features a smiling man with gray hair and a plaid shirt, with the text "From job site to offsite" and the Tilley Tuff logo, indicating exclusive availability at RONA. The store has shelves stocked with boxes, holiday decorations, and various apparel.
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A fashion catalog poster from Tilley Tuff promoting outdoor wear. It features a man dressed in a beanie, glasses, a plaid jacket, and cargo pants. Text shows prices for headwear starting at $16.99, T-shirts at $19.99, tops at $49.99, and bottoms at $39.99.