Rebranding to appeal to a target demographic of women, ages 40-50, working class. The yellow and black color scheme of Dr. Martens has been adjusted to golden and dark brown, and the fonts (ITC American Typewriter and Sauna Pro) are more rounded than the original branding. The softer, warmer look will appeal to women in their 40s without being overbearingly feminine. Because the target audience is working class, they are probably doing manual labor or working on their feet for long hours. Dr. Martens will therefore market their work boots as an investment in optimal comfort and durability.
