Wellesley Mazda Rope Caps

The goal was to create a gift customers would keep wearing long after leaving the dealership.

We designed two classic athletic caps to strengthen Wellesley Mazda's customer loyalty program, with broad appeal and everyday wearability.

Mazda branding sits on the exterior, with Wellesley Mazda's name on the interior taping. Customers get a hat that connects them to the broader Mazda brand with a subtle reminder of their dealership when it's time for service or their next car.

After a strong customer response, Wellesley Mazda now gives a hat with every vehicle purchase and to loyal service customers.