GOAL
Pitch a rebrand to totes, a clothing retail company that focuses on products like rain boots and umbrellas. As they've been successful in this industry for over 75 years, the brand wanted to re-introduce themselves and connect with a younger audience. Totes values sustainability, innovation, durability, and their products reflect those values consistently.
SOLUTION
Totes has established a strong foundation of functional, eco-friendly, and durable products across their entire brand. Whether its their boots, bucket hats, or umbrellas each product has the power to speak for themselves. Making the products the hero and pairing this approach with a new minimalistic aesthetic, creates a new personality for totes, while sustaining their original values and reason for believing.
AN ECO-FRIENDLY AESTHETIC
FOR AN ECO-FRIENDLY BRAND
FOR AN ECO-FRIENDLY BRAND
Totes Isotoner is a durable and iconic brand that has prepared us for the weather since 1924. Totes has an opportunity to make the product the hero with their wide range of products and innovative technology, and has established a strong foundation of functional, eco-friendly, and durable products across the entire brand.
Through the success of the totes brand equity, the products now have the power to speak for themselves. With this idea a new aesthetic emerges: minimalist and clean monochromatic. This will give the same totes product a whole new personality and a chance to highlight unique product details and technological innovations with a minimalist approach. With this entirely new look it will open more opportunities for totes to grow and expand into areas like fashion, sustainability, and influencers.
NEW LOGO BREAKDOWN
A FRESH PALETTE
MINI CAMPAIGN LAUNCH FOR REBRAND
REFRESHED
PHOTOGRAPHY
Social examples of photography. Three focus areas are product details, technological innovations, and human connection curated with a minimalistic aesthetic.
PRODUCT
PHOTOGRAPHY
Product images with the same minimalistic approach companied with the "Totes Ready" campaign verbiage to help support and build this new look, tone, and feel for the brand.
BRAND SUPPORT WITH
INFLUENCER AESTHETIC
& COLLABORATION
Curate a group of influencers who already exhibit a similar aesthetic to the rebrand. The goal is to gain relevant content with influencers + products as well as reach more customers through fashion, outdoor/weather activities, and social trends.
