Briefing:
Torfs was already a strong brand, known for its friendly staff and honest approach to shoe retailing (as demonstrated by recent awards for Best Employer 2011 and Best Shoe Store Chain 2010.) Internally, the brand already had a very positive identity, and the basic branding elements were functional and well recognizable.
Only two things were missing: a touch of finesse and contemporary style in the design of basic branding elements, and a well-functioning visual system for the flexible-yet-consistent creation of external and internal communication materials.
Solution:
Today reviewed the basic brand design elements before carefully developing the Torfs logo, main colours, typography and photography style - as well as revising the iconic yellow square by adding even more warmth and a welcoming feel to the brand personality.
Once the basics were in order, Today created an overall look&feel for the brand and devised a layout system supporting almost unlimited combinations of colours, patterns, text and photography, for creative use in a variety of media including displays, windows, bags, leaflets, websites, posters, internal communications, etc.
By adding consistency, flexibility and style, the revised brand design will help to bring Torfs’ brand perception into line with the its pre-existing potential.
