Red Moose
Case Study
Branding and strategic positioning for a line of premium shoe care products and accessories.
the challenge
With years of experience in the footwear industry, Red Moose’s founders were looking to tap into a growing demand for top-quality shoe care products.
As an industry, shoe care brands generally took a more basic, utilitarian approach- leaving us with little inspiration or precedent for what a contemporary shoe care brand would look and feel like.
what was their next?
We needed to infuse a patina to a stagnant, lackluster category, positioning Red Moose as a fresh brand offering a curated selection of shoe care products to support modern footwear.
By entering the market as the only actively engaged, contemporary source for mid-level premium shoe care, Red Moose would essentially have no competition at all- because they’d be the only ones putting their best foot forward.
Out of deference to an industry steeped in heritage, Red Moose needed to join the club with their own rich story and an authoritative stance to ensure that their newness was only one part of the picture.
We arrived at the brand name by setting a couple of criteria - it needed to sound young and fresh, yet still ageless and timeless.
Inspired by the great outdoors, and the take-charge adventurous spirit we knew the target market embodied, the first Red Moose was born. A rare breed blending strength, character, craftsmanship, and bravado - an impressive specimen- stately, unique, and unforgettable.
the process
We embedded confidence and pride throughout the messaging, displaying the brand’s immersion and focus on all things footwear and knowledge of the stuff it takes to make a pair shine.
The brand’s feelings ran deep- with no better way to express them than with a bold tagline that proudly stated Red Moose’s mission- “for the love of shoes”.
The visual aesthetic was a (rather unexpected) marriage of contemporary footwear and old-time cobbler vibes.
The logo mark’s hand-drawn illustration wove the brand’s essential elements together - including a cobbler’s hammer, untied shoelaces, and the eponymous, big-antlered moose himself.
Photography used natural lighting and backgrounds to draw attention to the freshly polished footwear -keeping the products’ capabilities in the customers’ full view.
the results
With their branding firmly in place, Red Moose launched to the delight of shoe enthusiasts everywhere.
At once fresh and time-tested, Red Moose’s shoe care products have gained the brand more than a customer base- they’ve created a die-hard fan club.
