Capital Rack & Shelving
Capital Rack & Shelving is where everyday businesses go to get the gear they need without the runaround. A spin-off of Capital Industrial, CRS was created to serve a different kind of customer: the local farmers, store owners, and DIY organizers who need shelving solutions that are solid, affordable, and easy to get. They came to Brave Little Beast to build a brand that speaks directly to that audience: straightforward, practical, and proud of it.
Core Identity
As we partnered with Capital Industrial on their rebrand, one thing became clear: not all of their customers were looking for the same thing. Some were large-scale buyers, like dealers and integrators. But others were individuals. Small business owners, warehouse managers, even hobbyists. All folks that could use industrial-grade equipment, just at a smaller scale. Instead of forcing everyone into the same sales funnel, we helped the team create a second brand: Capital Rack & Shelving. This new B2C arm would keep the same great inventory and down-to-earth team, but tailor its voice and experience to a more casual, one-off buyer.
From there, we helped define what CRS stands for. Their purpose is simple: make warehouse gear accessible to the people who need it. No fluff. No guesswork. Just honest service and rock-solid shelving. Their character lives in The Citizen archetype, and their values reflect that: accessible, straightforward, and helpful without trying too hard. If Capital Industrial is the pro’s partner, CRS is for everyone else.
Verbal Identity
Capital Rack & Shelving isn’t about the hard sell. They’re here to show you what’s in stock, how it works, and how to get it. Simple as that. We built a verbal identity that speaks the same language their customers do—plainspoken, practical, and confident without being pushy.
The tone is direct and helpful, with just enough personality to make it feel human. Whether someone’s buying a few replacement beams or building out an entire storage setup, the brand voice says, “You’ve come to the right place.” No gimmicks, no overcomplicated messaging. Just solid gear from solid people.
Visual Identity
For Capital Rack & Shelving, we leaned into a look that feels as honest and hard-working as the people they serve. Inspired by mid-century Americana, the visual identity channels the practical, built-to-last design language of the 1950s, back when things were made of steel and didn’t need a slogan to prove it.
The logo, typography, and color palette are clean and utilitarian, with a subtle vintage edge that sets CRS apart from the sea of generic industrial brands. It strikes a balance: approachable without being cute, sturdy without being stiff. The result is a visual system that feels like walking into a well-organized shop where everything's in its place.
Digital Identity
The Capital Rack & Shelving site was built to make shopping for industrial gear feel less like a hassle and more like walking through a perfectly labeled parts room. We created a custom WooCommerce-based experience that’s synced to their real warehouse inventory and lets customers build a quote directly from the site. No sketchy plugins, no unnecessary features, just a clean, purpose-built tool that works the way they do.
Visually, the site leans into a bento-inspired layout that reflects the structure and logic of storage itself. Every element has a place, echoing the order and efficiency their customers value. From real-time inventory to a streamlined quoting process, the site doesn’t just look the part. It delivers on the promise of a better buying experience.
