Rebrand for Gonzo Footwear

Rebrand for Gonzo Footwear

Gonzo Footwear is a proud, Colombian family business that has grown over the years (more than 25 in the market) to be one of the best quality products among local brands. The company is not only run by a family, but family values are a very important ingredient to this company, working side by side, eating together, sharing and living in a warm working environment are just some of the things that happened inside the walls of the Gonzo factories.

Shameful or not, chinese shoe importers started lowering the cost on their low quality footwear and started becoming a competition Gonzo could no longer beat through low prices, and here's where we came in. 

A rebrand process took place in 2013, and a new face was given to Gonzo Footwear, showing the clients a new set of values, including everything that made them competitive but was not visible in the product (fine guaranteed products, hard working locals hired, design also made by local talent, among other things that raised the value perceived by the user, justifying higher costs in the products).

This rebrand allowed Gonzo to step up a notch in the footwear guild, giving them the chance to separate their products from cheap chinese shoes, and start competing with better, higher standard international brands to the eyes of their costumers. 

This was the logo they used for nearly 30 years. we had to keep something from it in order for people to recognize the new brand, so we said '' keep the dolphin''.  

This was the logo they used for nearly 30 years. we had to keep something from it in order for people to recognize the new brand, so we said '' keep the dolphin''.

 

Logo options

This was the final logo after some adjustments were made.

This was the final logo after some adjustments were made.

They picked the last one, and we worked over that, all of the stationery, packaging, and we even made a video that showed all of the added value behind the product.

Developed by Imaginamos Branding 2013

Jean Paul Egred / Creative and art direction, Product owner.

Nanny Ayala / Coordinator

Alejandro Delgado/ Lead Design

Pablo Benavides / Design

Julian David Serrano / Design

Team Ardilla Amarilla / Camara, Editing.

Javier Pabón / Narration.

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