Shoe chain takes a step onward

Norwich women’s shoe manufacturer The Florida Group has new corporate and branding marques as part of the company’s marketing initiative. It is the first job for Florida by Cambridgeshire design group Precept.

The manufacturer’s new commercial director David Crickmore “has brought a greater focus to the marketing efforts and energy in moving the business and the brands forward,” says Precept account handler Chris Ellis.

The four new marques are the first manifestation of this push with the new Van Dal, Brooke and Holmes brand identities appearing on the new-style autumn ranges. Van Dal, the brand with the highest profile, is being repositioned to attract younger buyers. Calligrapher Julie Fox supplied the hand-drawn faces for Van Dal and Brooke.

The identity for the Florida Group, formerly the Florida Shoe Factory, is only being used on corporate stationery to avoid branding confusion, says Ellis.

Precept also created packaging and continued the branding on shoe clasps and accessories.