The brief was to rebrand AC Supplies and reposition the company to successfully compete in the country sports and luxury goods market. The brand needed to built on its reputation for quality, craftsmanship and English heritage, and establish a communications strategy that will support growth over the forthcoming years.
We re-named and re-branded AC Supplies to become Croots England - and built equity around its brand essence of authentic English craftsmanship. The name was based on the owners name and was simple, memorable and distinctive – and worked phonetically. We also developed the branding across their exclusive range of leather field sports accessories. The mark and visual language took its influence from the exquisite marquetry found on shooting rifles and the organic ‘C’ letterform perfectly complemented the luxury leatherwork of the company and was also ideal for embossing into the leather as a brand mark.
The design was inspired by the marquetry on shotgun barrels - leather gun bags and shooting accessories are Croots signature products. The launch of the new Croots brand was supported by a distinctive new product brochure, website (www.crootsengland.co.uk), branded products and additional point of sale. WPA Pinfold integrated the design across all media and the brand is also embossed into the leather bags, to give a lasting presence. The exhibition stand build involved Croots manufacturing panels using their own facilities and materials, these panels also act as giant swatches for their leather and canvas finishes.
The investment has paid dividends with unprecedented positive feedback from customers, and a brand that has added significant value and positioned Croots as market leader in the country sports accessories market – with an international reputation that is second to none. Croots saw a 35% increase in sales, and a 1,395% in return on investment.
The culmination of the success of the rebrand was when Allistair Croot personally took a telephone order from Kate Middleton.