With over 100 stores nationwide, this retailer needed repositioning within the men’s and women’s category. With large American chains influencing the markets with huge marketing budgets, Bootlegger took a decidely new stance. Previously recognized as primarily a junior women’s store, it was important to focus on the men’s side of the business as well as an older customer base. Moving away from lifestyle imagery and into a committed year-long brand direction, the customer was able to develop a face for the store. In tandem with a rebrand of the logo, brand elements and retailer with an older 17-25 year old customer.