BrüMate is an international retailer of insulated drinkware. Their main competitors are geared towards the outdoor recreational market, so BrüMate positions itself with everyday consumers who would use their drinkware on their daily commute or when hanging out with friends. They stand out in their market by creating silhouettes designed specifically for alcohol use, like pint glasses, wine glasses, and seltzer koozies. 

For a camo print collection, hunting and the outdoors is generally the first association that comes to mind. However, in order to stand apart from the outdoor-focused competition, BrüMate wanted a camo campaign centered around partying and alcohol.