Our challenge was to inject desirability and modernity into a tired but well-loved ‘national treasure’ footwear brand, in order to realise global growth ambitions and appeal to new audiences.
We began with developing a new strategic positioning—‘Unmistakably Me’—that reflected a deeper, more empathetic understanding of the emotional and important role of shoes play in people’s lives, as well as the modern customer mindset. This then inspired a new verbal and visual identity that conveyed the spirit of ‘Unmistakably Me’, as well as dialling up quality and craftsmanship cues to elevate the brand and drive desirability. We worked closely with the design teams to try to ensure that the new vision extended beyond the realms of marketing and was also integrated into the product design thinking.
Brand Identity
Brand Voice
Naot’s tone of voice is rooted in the company beliefs and ethos. The language Naot uses says: be you, own your walk, radiate inner confidence. It’s not rebellious or showy, it’s warm, authentic, reassuring. It’s full of mutual understanding, camaraderie, and creativity. It’s friendly and full of life but never pushy.
Naot talks from the heart. With Naot, you find yourself in a lasting friendship ready to applaud however you show up in the world…
Buying shoes is emotional.
Naot makes choosing the right shoes not just functional, but fulfilling.
Your work is now a big part of Naot. The results are amazing and anyone exposed to the new brand is excited.
Moshe
Marie
Global CEO, Naot