Wolverine Brand Refresh

Despite being the #2 work boot brand in the category, Wolverine significantly lagged behind Timberland Pro and Red Wing on brand awareness, overall brand affinity, and a variety of brand perception metrics. Additionally, there was a sea of sameness with the brand positioning in the space.  

Wolverine needed to be set apart from the pack and give it a reason for being. Using cultural and consumer insights to fuel a new direction, we worked with Wolverine to re-position the brand, solidify its purpose and build a new visual identity to help it stand out from the pack for the Wolverine work boot category, 1000 Mile and their outdoor styles.