The Den Refillery
Vancouver Island
Strategic Identity & Brand Realignment
Groundswell partnered with The Den, a sustainable refill boutique rooted in the Pacific Rim, to help clarify their brand identity, realign business priorities, and position them as a leader in sustainable tourism and retail.
Our strategy work included deep discovery—interviews with founders, team members, customers, and community partners—paired with workshops and research to understand The Den’s full ecosystem. We surfaced their unique strengths, clarified their voice, and uncovered internal misalignments that were affecting brand clarity and growth potential.
The Work
Conducted qualitative research through stakeholder interviews & community engagement
Audited internal documents, business programs, and customer experiences
Facilitated workshops to define opportunities, challenges, and customer archetypes
Clarified The Den’s brand position, personality, and messaging
Delivered strategic recommendations around team structure, B2B expansion, and marketing alignment
Proposed next-phase steps for brand strategy and visual coherence
The outcome was a clear, values-aligned strategic roadmap that honored The Den’s roots in environmental justice and regenerative business, while opening new paths for brand growth, clarity, and coalition-building within their community.