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Strategy, Branding, Visual Identity, Art Direction

ClientJohn X Hannes


A new face for a $100m icon

Project Info

“The best hiking boots ever made” – that's what Randy Merrell's American customers were saying in 1981. 40 years later, Merrell is one of the world's most iconic outdoor brands.

In partnership with NYC advertising agency John X Hannes we rebranded the revered hiking shoe company with the goal of inclusion, diversification and modernisation. The challenge was how to speak to a larger more diverse audience without alienating their loyal customer base.

The solution was a visual identity system inspired by their past, art direction embracing their inclusive future, and copywriting based on a universal truth- that nature has the power to inspire us all.