Loading...

Hot Paws

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.

Before

 

 

HotPaws-OldLogo

After

 

HotPaws-Logo_02

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.

HotPaws-Bag_01

HotPaws-Tag-All_01

HotPaws-Hooks_02

HotPaws-Tag-All_02

HotPaws-Tag-Basics_01

HotPaws-Icones_01

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.

HotPaws-Tag-Technical_01

HotPaws-Tag-Snow_01

HotPaws-Tag-SnowPlus_01

HotPaws-Tag-Fashion_02

HotPaws-Tag-Active_01

HotPaws-Tag-Active_02

HotPaws-Pic-Kid_01

HotPaws-Tags-Kids_01

HotPaws-Tags-Kids_02

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.

HotPaws-Prints-Kids_05

HotPaws-Prints-Kids_01

HotPaws-Prints-Kids_02

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.

HotPaws-Pic-Men_01

HotPaws-Pic-Women_01

HotPaws-LogoWall_01

HotPaws-Showroom_06

HotPaws-Showroom_07

HotPaws-Showroom_04

HotPaws-Web_01

HotPaws-Web_02

HotPaws-Web_03

HotPaws-Web_07

HotPaws-Pic-Girl_01