Reposition the Saddler leather belt company as a bouquet fashion accessory design brand.

I went about modernizing their dated horseshoe logo into a more simplified and minimalistic belt buckle. I repositioned them from being “SMART HERITAGE” to “OWN THE MOMENT” with a more current and youthful feel. I also created a key visual to create consistency and a single brand image to be used to relate the brand’s new idea into every element of their communication platforms.

Overall the repositioning is to target the modern youthful audience through the use of colour, imagery and message.

The Saddler brand was old and outdated with their current branding position being smart heritage and their advertising not being consistent or targeting a specific audience.

The key visual creates a modern idea for the new younger connected mark by showing who is being targeted and that they are promoting a lifestyle choice. The logo also needed to be freshened up to go with the new positioning.

The “MY MOMENT” campaign will launch Saddler onto its new target audience with the promised chance of winning a trip to a far-off destination during South Africa’s Autumn season as can be seen by the colour palette.

The brand will generate a buzz by having people post photos of themselves wearing Saddler-branded accessories to stand a chance of winning. This will create hype from the free promotion to other people who will, out of interest, go onto Saddler’s web pages to check out the brand for themselves.