As a 4th-generation manufacturer of premium Western boots, fine men’s Italian dress shoes, wallets, belts and more, the Ferrini name has long been known for its uncompromising craftsmanship and dedication to sourcing only the finest exotic and classic leathers from around the world.
The CHALLENGE
Even with its over 100 years of boot-making history, Ferrini products had never been sold directly to consumers. Agency Creative had the unique opportunity to guide an established, highly-respected brand through its first foray into Ecommerce. The challenge would be two-fold: Keeping Ferrini USA’s current relationships with retailers intact while helping the brand stand out in an ultra-competitive boot retail landscape.
The SOLUTION
Crafting a unique brand positioning would be key. After putting the Ferrini USA brand through our Chemistry process, we emerged with a positioning of “Craftsmanship grounded in family.” Centered around the values of hard work, being true to your craft and the bonds of family, this strategic platform would not only set Ferrini apart in the sea of sameness, but also build upon its existing heritage and retail relationships. From there, we gave Ferrini a refreshed identity, a new ecomm-enabled website tied to Shopify and a digital campaign to support it.
Heart and Sole
Rather than create a new logo and risk losing over 100 years of brand equity, we created a new tagline and logo lock up to give the brand a beautiful new look and feel.
Ecommerce Website
Step one to any Ecommerce initiative is to create a website that makes shopping simple and seamless. The Agency Creative team did just that, building a beautiful site that not only evokes feelings of family and heritage, but also integrates with Shopify to make buying a breeze.
Digital Campaign
Step two is to drive people to said website. The AC digital team rolled out a tactical strategy that focused primarily on geo-targeted Google Shopping ads in rural areas away from major retail partners.
Lifestyle and Product Photography
Lifestyle and Product Photography
New packaging toe to heal
Inspired by the handcrafted design of every Ferrini boot, we designed the packaging to look and feel just as high quality and authentic as the brand itself.
The RESULTS
We’re still in the early stages of the campaign, but the initial numbers are already exceeding expectations. With initial momentum like that, both the Ferrini brand and the entire Agency Creative team are ready to kick up our heels in celebration.
