Case StudyAbout Kovered: UK-based sustainable bag brand specializing in waxed canvas and leather products designed for urban explorers and outdoor enthusiasts.
The Challenge: Kovered struggled with inconsistent content from multiple creators, which resulted in a fragmented brand identity that failed to build recognition or trust. One-off collaborations left them with assets that were difficult to repurpose across different marketing channels.
The Solution:
Create a streamlined content system that would:
Establish visual consistency aligned with Kovered's brand identity
Deliver modular assets that could be repurposed across multiple marketing channels
Provide both aspirational storytelling and relatable use cases
Maximize long-term value through perpetual licensing and unedited B-roll delivery
Creative Approach
The content strategy balanced aspirational storytelling with relatable, everyday use cases, showing Kovered's bags both in epic outdoor settings and authentic daily moments.
By leveraging Toronto's autumn season, the content captured a unique colour palette that differentiated Kovered's visual library while maintaining their refined, explorer-focused aesthetic.
Video 1 - Anton Messenger Bag: "Everyday, Covered"
A lifestyle-driven narrative capturing authentic everyday moments in the city, demonstrating the bag's versatility for modern explorers.
Video 2 - Taw Backpack: "From Unboxing to Adventure"
Fast-paced cinematic journey from product discovery to outdoor adventure, featuring ASMR-style unboxing and dynamic outdoor sequences highlighting the bag's all-weather durability.
Results & Impact
Content Performance:
Email Marketing: Anton video became cornerstone of multiple email campaigns throughout 2025-2026
Website Integration: Videos integrated into product pages, driving conversions and showcasing product versatility
Social Media: Content used organically across Instagram and Facebook
Versatile Assets: Unedited B-roll enables ongoing content creation without additional shoots, pushing deliverables far beyond a single post.
email marketing campaign
e-commerce usage