Venerable shoe company going back to its roots
In its new marketing, Arbesko takes a giant step forwards by taking an equally giant step backwards. The new design language and the new tone are based on this venerable company’s history, which is as fascinating as it is long. And on their pride in the genuine and authentic craftsmanship they represent.
Shoemaker since 1839
Since April 2017, Arbesko is a part of the holding company Bergman & Beving. In conjunction with this, they wanted to rethink their approach to all communications. Strateg created a concept that is exemplified by their new payoff: Shoemaker since 1839.
Genuine. Local. Craftsmanship. Pride.
Arbesko has a history that’s well worth telling. What started back in 1839 as one of Sweden’s first wholesale shoemakers is now a market-leading company generating annual sales of around SEK 190 million – and manufacturing safety and occupational footwear of the highest quality in what is now Sweden’s only shoe factory. So instead of simply mimicking the competition, they’re now highlighting their unique history and genuine craftsmanship.
Oxelösund and Umeå
As of now, all product names will be Swedish place names. Places that in some way or other are associated with the development of a particular line of shoes. These names will add to the genuine and authentic feel while also celebrating both the company’s heritage and the fact that Arbesko shoes are still made in Sweden.