A storied footwear brand, TOMS invented more than their iconic slip on. They sparked the very idea of a purpose-driven brand. But 17 years into the TOMS journey, their cult audience of positive-impact-driven loyalists has grown up. It was time to get to know them again and grow with them. Enter Nemo Design.
We teamed up to redefine TOMS core audience and reimagine their brand identity. Inspired by the warm, uplifting spirit of their maturing fans, we modernized TOMS to meet them where they’re at—reflecting their changing values, motivations and aspirations. This new, flexible system was thoughtfully designed to meet the needs (and complexities) of a modern multi-channel marketing plan.
CD: Mike Schwoebel | AD: Lauren French | AD/Designer: Mariah Archer
TOMS
The Compassionista
From what she wears to what she values, she’s true to herself. She knows that she does her best when she feels her best—and that’s when she looks her best, too.
Wear Good
Since 2006, TOMS has used their business to make the world a better place. Nemo took a phrase already in play and gave it new power to solve for product marketing and brand-purpose communications alike. A fresh anthem for a modern iteration of the brand, Wear Good is TOMS’ promise to connect the impactful style, quality, value and comfort of their shoes with the positive impact their audience can make with each purchase.
After the brand refresh we were tasked with creating a material palette for TOMS retail stores. The vibe was “Elevated Living Room” to be in line with our Compassionista and what she values in a retail space.
