Brookwood® Companies had developed these fabrics independent from each other. Duck is a commodity fabric to a certain degree that often leaves very little room for variation in their specs. For Brookwood®, some of these Ducks are a big seller as commodities, for example Tough-Duck™ – but Brookwood® is extremely motivated to market an Eco-friendly variety of duck fabric they called Eco-Duck™.

I grouped all the Ducks in one row as Brookwood® Ducks™. Branded and promoted them as a family wthin Brookwood® so each can benefit from others success. This also allowed Brookwood® to reduce promotional cost because a base promotion of “Brookwood® Ducks™” benefits each individual brand, mitigating the cost of promoting a single brand.