RAPTOR started as a cult-favorite bedliner, but the brand’s potential was far bigger. The real challenge? Evolve RAPTOR into a go-to solution for the growing DIY crowd — people fixing, flipping, and future-proofing everything from off-roaders to toolboxes. RAPTOR needed a brand story that could travel — across product lines, platforms, and projects.
We rebranded RAPTOR around a single, hard-hitting truth: “Made to Beat the Beating.” This wasn’t just about trucks anymore — it was about grit. We positioned RAPTOR as the ultimate restoration enhancer for anyone who wants their stuff to last longer, look tougher, and perform harder. With bold messaging, packaging updates, and digital campaigns, we showed how RAPTOR goes beyond protection — it transforms anything into a beast. From garage DIYers to shop owners to gear junkies, we gave them a badge to wear proudly.
The go-to coating for people who build and push things to the limit.
Built a tough, DIY-driven persona rooted in resilience.
Created bold visuals matching product performance and attitude.
RAPTOR became more than a product — it became a movement. The DIY community didn’t just use it; they identified with it. From YouTube builds to trade shows to social reels, RAPTOR showed up everywhere tough gets made.
Expanded from niche product to lifestyle DIY brand
Millions of impressions and user-generated content from weekend warriors
Record-breaking growth in off-label use: from vehicles to coolers, grills, trailers & more
Anna Burns
Brand Manager, Raptor
We didn’t try to steer RAPTOR into the mainstream. We handed the keys to the people who already knew what it was — and showed the rest of the world how tough feels.
Let’s get to work
