WPA Pinfold - Croots Rebrand - World Brand Design Society

” We renamed and rebranded AC Supplies to become Croots England – and built equity around its brand essence of authentic English craftsmanship. The driving force behind the rebrand of Croots was an ambition to build on its range of traditional shooting bags and accessories, and extend into luxury leather leisure ranges. Croots wanted to build on its reputation for quality, craftsmanship and English Heritage and extend its reach to the consumer market, rather than being solely trade based. Reaching a consumer base would not only increase Croots’ reach and increase profit margins, but would help to ensure their success as an English producer of leather goods. The mark and visual language took their influence from the exquisite marquetry found on shooting rifles, and the organic ‘C’ letterform perfectly complemented the luxury leatherwork of the company.”