Clarks Design & Branding C&J by Taxi Studio


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Industry Shoes
Media Design & Branding
Market United Kingdom
Agency Taxi Studio
Designer Karl Wills, Olly Guise
Typographer Peter Horridge
Released December 2010

Credits & Description

Category: Logo Design
Advertiser: CLARKS
Product/Service: SHOES
Date of First Appearance: Jan 1 2011
Entrant Company: TAXI STUDIO, Bristol, UNITED KINGDOM
Creative Director/Typographer: Ryan Wills (Taxi Studio)
Design Director: Spencer Buck (Taxi Studio)
Designer: Olly Guise (Taxi Studio)
Designer: Karl Wills (Taxi Studio)
Typographer: Peter Horridge
Media placement: Identity - Shoe Trade - Launched November 2010
Media placement: Identity - Clarks Stores Internationally - Launched January 2011

Describe the brief from the client
Create a name and identity to help Clarks (the biggest 'brown shoe' brand in the world) gain a global foothold in the over 55 shoe market.

Describe the challenges and key objectives
Clarks realised that an obvious target for growth was the fastest growing demographic in the developed world (the 55+ market). While a selection of Clarks existing shoes met the needs of this older audience, they'd never been marketed under a specific brand, directly to mature consumers. Our objective was to create a name and identity to help Clarks gain a global foothold of the target market.

Describe how you arrived at the final design
We created a simple, heritage-orientated brand name that utilises the initial letters of Clarks founding brothers (Cyrus & James). The ampersand device elegantly combines 'C&J' providing a campaignable element for use across all consumer touch points while subtly denoting the style and comfort inherent in the product proposition. The vibrant colour ways add a touch of timeless optimism to the range.

Give some indication of how successful the outcome was in the market
The identity has recently been launched, so we are still awaiting feedback regarding its success.