Repositioning an economy brand
Hot Paws is a cold-weather accessory brand aimed at families and sold in big box stores. With the rebranding, we wanted to replace the brand’s economy image with a fresh, young, and friendly identity to spark interest and make consumers proud to wear the brand.
Find Your Happy Place
Hot Paws’ new identity is fun and happy. The logo, the core element of the creative concept, is a letter H with the horizontal line in the shape of a smile. The brand tagline, “Find your Happy Place,” is a natural fit with the visual. Punches of colour add oomph depending on the context and product category.
To guide consumers in their shopping, we resegmented the products and created a series of icons to show the benefits of each. The icons share a simple, minimalist style but have their own category-specific colours, all of which go with the dominant yellow of the brand.
A detailed brand guide was created to help clients and partners implement the new identity correctly.
Rethinking the product
Part of the identity revamp involved working with the inhouse design team to take a fresh look at the product. We defined key identifiers for the collection to ensure immediate brand recognition and created some new packaging visuals for the children’s line.
From packaging and store displays to the web
To illustrate the versatility of Hot Paws products, we created a dynamic and colourful image bank featuring every member of the family. With packaging and retail displays proudly displaying the new creative concept, the new platform generates immediate impact and brand recognition. A new transactional website was also developed to tell the Hot Paws story and test the online market for sales of certain exclusive products.