Red Wing Heritage is one of the most beloved lifestyle brands out there. Look down next time you’re in Tokyo or Amsterdam, and you’ll likely spot a pair of boots made in small town Minnesota. Red Wing has spent over a century building a catalog stacked with iconic silhouettes and has the fiercely loyal following to prove it. However, a focus on days past prevented Heritage from expanding beyond its core audience.
From 2016 to 2020, I developed and executed a refreshed brand voice to grow the business while staying true to its roots. The new brand positioning showcases more style-forward photography and copy with a focus on modern craftsmanship. I wrote copy for a new Heritage site, long-form print content, social, and ads.
“Tagline & Manifesto:
—TRUE TO CRAFT—
Red Wing Heritage creates premium lifestyle footwear with an enduring commitment to craftsmanship. We stitch more than a century of archival inspiration into each pair with traditional construction and timeless design. Our purpose is to create your pride: American-made quality that lasts. ”
Product Naming & Positioning
In Fall of 2018, I met with the Heritage product team to discuss a Fall '19 winter boot that the organization hoped would be the cornerstone of the season. The design was dialed but the boot needed a name and a story that would connect with consumers. Since its release, inventory hasn’t kept up with demand for the new Sawmill.
The Sawmill
The Sawmill is a boot built to excel in cold, wet conditions. Born from unforgiving Minnesota winters, the Sawmill emerges with water resistance, warmth, and steadfast traction. Fear no forecast.
Social agency: BK&Co.
