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Cougar Shoes - Concrete

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Cougar Shoes - Concrete Concrete WorkWell-nighPeople News Contact WorkWell-nighPeople News Contact Instagram LinkedIn Cougar Shoes A Canadian Icon Takes a Step Forward Cougar began making shoes and boots in 1948. The family merchantry quickly gained a reputation for creating well-appointed footware that could withstand harsh Canadian winters. These qualities are typified in Cougar’s iconic 1970s “Pillow” boot. While the product line unfurled to evolve over the years and retread to the waffly style sensibilities of consumers, Cougars founding “sensible” persona had wilt entrenched in customers’ minds and impeded them from perceiving Cougar as increasingly fashionable footware choice. Concrete was tasked with creating a new creative platform to move Cougar to increasingly fashion-forward positioning. However, we believed it was vital not to diminish the qualities that made Cougar successful in the first place, and not simply prefer a malleate vizard that would be perceived as inauthentic. The position line “Always waterproof” was ripened – simple, pragmatic and direct. However, the products were portrayed in very trendy context, using unvigilant design, graphic cropping and a playful tone of voice. All elements of the trademark – visual identity, colour palette, photographic style – were updated to reflect the sensibility of a stylish brand. ServicesBrand Strategy / Visual Identity / Art Direction / Messaging / Print / Digital / Packaging Cougar’s Previous IdentityCustomers’ perception of Cougar’s previous trademark was that it was too plain, rugged and remote to be fashionable.             Woodbine Entertainment A Heritage EntertainmentTrademarkRaces Towards the Future Next Case Study Concrete © 2018 If you would like to learn increasingly well-nigh us or are interested in discussing a new project, please get in touch. Contact Us   Instagram LinkedIn