Herbie Frogg
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Challenge
Herbie Frogg has been dressing London's rebels, rockers and creative class since 1969, with a founder story and a heritage that most menswear brands would kill for. None of that was coming through. The brand looked dated and lacked polish, the story wasn't being told, the attitude wasn't there, and there was no strategy or direction holding product, retail partners and story together.
Strategy
Rebuild the brand from its own history rather than away from it. Geoffrey Klass named Herbie Frogg on a Kings Road hangover and built it on quality, character and a refusal to follow convention. That mischievous, unconventional spirit became the foundation for a new brand strategy and messaging, repositioning Herbie Frogg not as a heritage label playing catch-up, but as the London Original it always was.
Identity
A redesigned logo, a new brand structure and a full identity system gave Herbie Frogg a consistent visual language for the first time in years, carried through clothing tags, photography, digital imagery, articles and social content. New messaging put the brand's voice and attitude back into every word, finally matching the character of the product.
Herbie Frogg's growth runs largely through its retail partners, so the story needed to travel beyond the website. We wrote a new brand book built specifically for stockists, giving retail clients the history, the voice and the identity to sell Herbie Frogg with the same confidence the brand now had in itself.
Digital
A new ecommerce-ready website built on Shopify gave Herbie Frogg a direct-to-consumer platform to match its retail presence, alongside the launch of two new sub-brands, Oggi Domani and Self, extending the Herbie Frogg family without diluting what makes the original distinct.
Outcome
A brand with its story and attitude back intact. Herbie Frogg opened a significant number of new retail partner accounts and expanded internationally, carrying its renewed identity into every new market.