RAK

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.

Ikona

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

After long months of considering our options, we decided to radically change the logo that we had lived with for the past 20 years. Bigname responsibly and bravely took this task on, creating for us a brand new, timeless logotype. The products themselves use the simpler version, which was one of our conditions. Bigname also stands behind our mascot Gugenio, whose happy face and untypical and yet functional name quite well attracts the curiosity of our customers. Occasionally, the word “gugenial“ finds itself snuggled into our marketing communication, affirming that we are getting fully used to the form and content Bigname offers.

Alexandra Račková co-founder, RAK

Ikona

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