Caboodles is just one of 14 Plano Synergy Holdings' outdoor brands including hunting, fishing, and lifestyle, as well as their corporate website. Caboodles was born out of the desire for women to have a makeup case that was roomy, durable, and compartmentalized. Plano Moldings’ fishing tackle boxes seem to fit the need perfectly, so a lifestyle brand was created in the late 80’s to meet the growing demand. Caboodles became the brand for women to organize their passions.
Locus took over the website and was immediately tasked with redesigning it. We jumped on the chance to become a part of such an iconic brand with a rich history. The new brand guidelines had been established and Locus couldn’t have been more excited to design a fun, functional, site that bridged the gap between retro with the remixes of it’s molded classics and relevant with the new partnerships formed with Simone Biles, Barbie and JoJo Siwa. Locus rearchitected the site to develop a navigational system that was easy for users to use and find the type of product they were looking for whether it be a classic, a bag or a train case. We developed content to further tell the Caboodles story with landing pages focused on the partnerships and the iconic retro silhouettes. We designed a layout specific to the Caboodles brand and products rather than continuing to retrofit it into the template established for the other Plano brands. And finally, we incorporated their sister brand Creative Options™ - a brand focused on organization for crafters – to truly represent their business objective of owning the organizational space. What prevailed was a fun, colorful, energetic site that told the story of organization, while creating an ecommerce environment that moved the needle in sales.