LANX - Proper Shoes
Developing a brand proposition that captures the essence of the company's values and mission, while also inspiring customers to embrace the spirit of adventure and make every day an opportunity for discovery and exploration.
Brand Strategy / Brand Identity / Visual Language Creation / Animation / Brand Content
Marco Vaghetti, founder of LANX, has a sure-footed guiding principle for the footwear brand he launched in 2018 - “Every day is an opportunity for adventure, whether it's a big challenge or a small triumph.”
The Lancashire-based footwear manufacturer now operates from premises in Whalley and Manchester’s Northern Quarter and credits its success to its dedication to quality, craft, and service.
The company approached Studio Up North (SUN) to create a new brand proposition that would capture the spirit of adventure, which is at the heart of everything LANX does. We developed a visual language and messaging that draws inspiration from the UK's rich footwear heritage, with a further focus on the way in which LANX uses only the finest materials and traditional manufacturing techniques
The new proposition emphasises the footwear manufacturer’s commitment to championing traditional quality alongside innovative design and materials, whilst also capturing the sense of adventure and excitement that the company wants to inspire in its customers.
One of the key elements of the project was the creation of the statement "Get 'em worn," which has been developed for tactical communications and campaign messaging.
This simple but powerful line encapsulates the dual message that LANX wants to communicate to its customers: get our shoes on and go explore the world, whilst adding character and personality to your shoes, and yourself.
Overall, SUN has created a brand proposition that captures the essence of the company's values and mission, while also inspiring customers to embrace the spirit of adventure and make every day an opportunity for discovery and exploration.
