Toffeln Loving your feet

The Idea

Market research was the clear starting point for this project. We engaged with nurses, doctors and surgeons across the country through our Absolute Clarity process to find out their top priorities when purchasing their work shoes. We also had the opportunity to test our initial creative territories to see which direction resonated with them more.

The research findings informed the new brand direction, which centres around ‘Loving your feet’. Toffeln care about their customers’ feet, and they think the customer should care about them too. Toffeln’s partnership with the University of Salford helps them to achieve this by constantly developing their range of footwear based on performance testing, wearer evaluation and design innovation.

The Delivery

Toffeln now has a visual identity that gives healthcare workers a sense of what they stand for. By coupling a conversational, positive tone-of-voice focused on feeling good, with a colourful palette and playful typographic style, we've helped to deliver a brand unlike any of their competitors. Placing real healthcare staff at the forefront of the brand allows Toffeln to celebrate the ambassadors who wear their shoes and helps build trust with the target audience.

The Results

The re-brand has been launched across a range of communication touch points, all aligned to a consistent message and recognisable art directional style. Toffeln’s latest product catalogue harnesses the new brand in its entirety, bringing to life each product range and strengthening the Toffeln brand message to new and existing customers. We continue to work closely to grow their brand and increase awareness through their print and digital channels.

Absolute really got under the skin of our company, injecting a much needed personality into the brand. They continuously deliver a high level of creative which shows our products and approach in the best light. Internally all the staff love the new look and feel, the feedback we’ve had from our healthcare customers has been really positive too.

Harvey Leflaive - Marketing Manager at Toffeln