The JCB brand is synonymous with award-winning engineering. Our brief was to develop a look and feel that would appeal primarily to the safety industry and immediately convey the values and spirit of JCB to a retail market.

We commissioned still life photograher Darrell Russell to produce imagery that emphasised the form and construction of each individual boot, as though they were JCB machinery. The aim was to develop a modern, functional brand with a practical, utility feel. In addition to the folder, we produced point of sale materials, posters and promotional leaflets.