Brand & Product Development

• A medium-sized footwear business needed to revitalise a house brand and footwear collection that was in serious decline
• Moot were asked to conduct the brand development and build a new product collection, that would stimulate sales growth.
• The result was a stylish branded collection for the casual contemporary consumer available to wholesale in the UK. 

It is often more economical to revive a brand than create a new one from scratch?

What was the problem?
This footwear company took the strategic decision to revitalise a house brand that had been devalued over recent years, rather than to create or buy a new brand. With specialist expertise in consumer goods, Moot was asked to lead this brand development project; to create a new brand identity and product collection, as a platform for a brand relaunch.

What did Moot do?
Moot created a new brand positioning and product collection for the contemporary woman. Having researched the market and competitors,  Moot developed the brand proposition and consumer target.  This insight formed the basis for the creative brief that delivered the sophisticated look and feel of the new brand identity. Moot then directed the development of a footwear collection, using international factories and the UK design team. 

What were the results?
The result was a new product collection with a stylish and distinctive new brand identity, which placed the consumer at the heart of the proposition. It was supported by a full suite of visuals, suitable for all media formats, with full packaging and point of sale materials.  It was offered for wholesale to major UK retailers.