The rebranding of a traditional shoe company was a challenge in moving RAK’s brand to the same level as its international competition while preserving the family values and the philosophy of its founders.
Modern solution for traditional shoemaker
Bigname avoided using the cliché symbol of crawfish (what the word “rak” means in Slovak) and instead created a strong typographic logo that is easy to apply, recognisable on the product label and also compatible with all different colours. It is a self-confident solution that symbolises a traditional manufacturer not behind the times. The colour palette is defined by its product portfolio.
Adaptable visual style
Fragments of the logo were used for the packaging design on its boxes, where an expression of the love for shoe craft is evident. The visual style was also transferred to the company’s presentation page, providing it with a clean and modular web design. Rebranding RAK brought the company a simple and functional design that has become a catalyst for other positive changes there.
- Rebranding after 20 years
- New logo, same values
- Updated company website
- Refreshed packaging