TIMBERLAND BOOT COMPANY | Brand Development & Store Design

This new Timberland menswear line featured premium, hand-sewn footwear, apparel and accessories with a custom, post-industrial look and feel. Whole-Brained defined the brand essence and brought the concept to life with a look book, and then a newly repurposed space in Spitalfields, London.

Brand look book: Format, words, and pictures establish the story behind Timberland Boot Company. Leather cover, handmade by a local craftsman.

Brand look book: Marrying premium, customized, post-industrial goods with an attitude of not trying too hard. Authentic photos, text, and textures tell the story. (By the way, Whole-Brained excels at unusual books and publishing projects.)

“Keeper” boot boxes: One-of-a-kind, salvaged hard cases for boots customized by the in-store cobbler.

Product hang tags: Reflecting the same repurposed flavor as other elements in the space… down to the last detail.

Storefront design: Whispering, not shouting, shows confidence. The storefront retains traces of its original inhabitants, as if the store is evolving into the space.

Store interior: Definitely not slick or mass, the design repurposed racks, drawers, and shelves. Celebrating history. Instead of obliterating all other identity.

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