About the Project

When Frams was falling behind against new foreign import competitors in the affordable boots categories, myself (and the team) helped the brand reconnect with a purpose that had been buried – yet was now more relevant than ever. The result is a powerful new brand identity that resonates strongly with consumers and is truly fit for the future.

We reviewed every element of the Boots brand strategy and found at its heart a brand purpose that still rang true but had never been activated: Our confidence inspires yours. From this simple but powerful idea we freed the familiar logo from its dated look and feel, and designed a new and engaging brand identity for the digital age – it further reiterated that the Frams range caters to a diverse range of wearers, from individual contractors to more permanent workforces looking for a range of affordable, good quality safety wear.