HUNTER BOOTS
Brand positioning & Identity
CREATING THE BUILDING BLOCKS OF A BRITISH ICON
Define the brand positioning for the original rain boot to aid global expansion and capitalize on renewed interest in the brand.
The Challenge
The strategy
Connected the brand to its original heritage, establishing that Hunter had to embrace its roots as a British Heritage brand and its the relationship to the quirks of British Weather.
‘Be Original” grounded the brand in the different ways the consumer chose to wear Hunter. Building a platform that blanched heritage and modernity together. Opening out the opportunity for the brand to move beyond simply rain boots. The brand identity refined and developed new assets based on the iconic logo, injecting more personality and irreverence into the brand.
The Idea & Execution:
The Result:
The brand became an icon of British quirkiness and creativity, growing from £25m in revenue to £113m a decade later. Adding RTW collections and accessories under the Be Original brand positioning.
