Jones Bootmaker – Retail Concept
Reinvent and evolve the Jones Bootmaker retail concept to make a more relevant brand experience.
What we did
Our key objective was to recreate the brand’s desirability and express the quality, trust and heritage associated to Jones Bootmaker.
We redefined the brand identity and brand personality at retail, creating a more sophisticated and premium shopping environment.
The idea of the new store concept is to celebrate the art of shoe tailoring. We introduced new retail graphics to tell the story of Jones Bootmaker as a brand with over 150 years dedicated to craftsmanship, attention to detail and a true passion for footwear quality.
Our new ‘authority stamp’ reinforces the brand’s heritage, core values and passion for excellence, whilst lime green colour pops within the new merchandising system adds vibrancy and reinforces the brand identity throughout the retail space.
The embossed JB logo within on-shelf graphic holders further reinforce the message of craftsmanship and finer attention to detail, which has become synonymous with Jones Bootmaker.
Clear segmentation of the product ranges was also vital in creating a more seamless shopping experience. We established signature sections within each key retail zone, creating anchor points for mens, womens & customer service areas, with the option of flexing into kids and accessory stories.
New materials & finishes combined with personality props brought warmth and texture, creating an individual boutique feel to key areas.
We introduced furniture-inspired freestanding tables in the windows, to showcase latest collections with easily-updatable seasonal graphics frameworks.
The new store concept launched in Birmingham and Leicester, with further rollouts scheduled throughout 2016.