If you’re like us, you didn’t even realize people had shoes back in the 19th century. But guess what? They did! Including right here in our hometown of Fort Wayne, when local cobbler Fredrick William Toenges established his own shoe store in 1891. For more than 100 years, and through four generations of ownership in the Toenges family, Fred Toenges Shoes & Pedorthics carved out a successful niche in the community for its focus on orthotics and expert service. In 2018, as the company prepared to move its Fort Wayne store to a new location, it recognized the need (and opportunity) to update its brand and deliver it via a more sophisticated and savvy marketing strategy.
Working with the Toenges team, we did a complete refresh of their brand, updating their logo / tagline, color palette and brand voice. This was the result of our custom brand mapping exercise, which included extensive interviews with key stakeholders and customer surveys. Our goal was to craft a more modern brand identity without moving it away from its century-plus roots. We loved helping the team at Fred Toenges put their best foot forward.