Tower
From Boots to Sneakerheads
From Boots to Sneakerheads
Yiannis and Gerry Demopoulos felt their family footwear business had the potential to achieve far more, so they approached us to help them push their brand further. Six months later, after a major rebranding project with The Tower Boot Company became TOWER London.
A new era
The rebranding work we did signalled the start of a new era, the company has not only seen itself embrace its new identity but was crowned Independent Footwear Retailer of the Year at the Drapers Footwear & Accessories Awards.
Made in East London
We were excited to re-position TOWER London as a real on and offline contender in the footwear market. Essentially, the heart and soul of TOWER still remains the same. It is a family business rooted in London street style that connects with urban youth. What we worked towards was telling that story in a more modern, urban and original way, connecting that story with its target customer.
A Creative Expression of Urban Life
The new identity highlighted TOWER’s connection to London’s urban life and youth culture with the use of a strong palette of blacks, greys and yellows alongside textures of concrete.
Creating a language
The brand language we produced included a new brand mark, strapline, tone of voice, imagery, illustration and typography suite. We applied these new brand elements to all aspects of TOWER’S business including their website, in-store application, packaging, promotional collateral and social media assets.
The family grows
Today the TOWER brand is a multi-award-winning celebration of East London culture and continues to expand, not only online but through five UK stores.
“ I-AM have successfully refined the essence of our brand, creating a bold identity referencing our heritage.”
