As Hotter Shoes long-term design partner it was great to evolve the store concept and brand collateral to attract a younger customer. Hotter has
re-vamped its collection to include more fashion forward styles for a new generation of young at heart over 50s, dubbed the ‘silver surfers’.
We created a lifestyle brand environment to promote the craftsmanship and British spirit, moving away from a more corporate approach.
Retail packaging was refined to reflect a contemporary colour palette with signature patterns and a wax sticker with ‘100% happy’ as an icon for the brand. Each store will be tailored to its location with British designed furniture, fabrics and lighting, as well as local photography.