108-year-old Belleville Shoe Company sells over one million pairs of military boots annually and is the oldest and largest military boot provider in the US. Their marketplace is very competitive. We were asked to freshen their brand.

By paying tribute to the company’s past and looking toward the future, our strategy started by updating the logo and wordmark. We created a bold, strong, iconic visual identity along with a perfect tagline “Arm Your Feet”. These fundamental branding pieces were then carried through to the website, packaging, catalog, ads and all retail store point-of-sale materials.