Redwing Shoes

Brand Redesign

This branding redesign is for the iconic Redwing Shoes. Redwing is a long-trusted, high-quality, work and fashion shoe company. Their logo appears to have never been updated and the new logo changes it from just a wing to the entire bird with a modernized look and font. The new rich-red color evokes action and energy while toning down the previously used alarming red. The goal of this rebrand is to modernize the brand and make it appeal to a wider market of consumers who may not know that Redwing Shoes has more to offer than the typical steel-toed work boot. The campaign focuses on packaging, advertising, and website updates.

Brand Positioning Statement:

For blue-collar workers to the fashion-forward, Redwing is a shoe company that has protected and styled their feet for over a century. Unlike other shoe companies, Redwing provides longevity, trust, and craftsmanship.