Revitalizing Timberland: A Strategic Rebrand
As a capstone project for the Brand Strategy & Design Master’s program at Art Center College of Design, I set out to analyze the rise and decline of a historically iconic but waning brand, ultimately developing a strategic rebranding plan. I selected Timberland, a global fashion brand known for its iconic yellow boots, which began as a workwear boot maker for American blue-collar workers and grew into a hip-hop fashion icon in the 1990s.
However, after expanding into outdoor apparel under VF Corporation in the early 2000s, Timberland saw its market presence and appeal gradually diminish, especially in Asia, where post-pandemic sales dropped by 11%.
Brand Identity Experiment: Timberland's Ambiguity
The issue of Timberland’s brand ambiguity is evident even in its current branding. To illustrate this, I conducted an experiment with an audience, showing them Timberland’s official homepage banner and asking them to guess which brand it belonged to.
The audience guessed, and for the first “reveal,” I showed the same image with a Polo Ralph Lauren logo overlaid. They agreed it felt fitting. I then immediately said, “Actually, it’s not,” and presented the same image with the Tommy Hilfiger logo. This also seemed plausible to them, and they were surprised. Finally, I showed the actual Timberland homepage, revealing that it was indeed Timberland’s visual.
Through this exercise, we collectively recognized how Timberland’s current visual branding lacks a clear, unique identity, blending seamlessly with other brands and reflecting a deeper issue of brand identity confusion.
Through a comprehensive analysis, it was clear Timberland faced a major issue of brand identity ambiguity. Timberland’s attempts to diversify into eco-friendly and outdoor categories failed to establish new hero products, leaving the brand overly reliant on its yellow boots. This disconnection between brand marketing and consumer perception became apparent as consumers associated Timberland with mixed values and a lack of clear purpose.
Strategy
Rebranding Timberland for Authenticity and Global Relevance
Using a multi-faceted approach, I analyzed Timberland’s positioning from internal and external perspectives, including industry trends, consumer insights, and market perception. The strategy involved redefining Timberland’s purpose and core values, aligning them with the brand’s heritage and future aspirations to create a cohesive experience.
This reimagined brand identity emphasized Craftsmanship, Realness, and Empowerment, reinforcing loyalty and creating a central vision to inspire consumers.
Result
Four out of seven evaluators expressed a newfound desire to “buy into Timberland” after the presentation, signaling a powerful shift in perception. These industry experts, previously familiar with the brand, felt reconnected with Timberland’s core values, reflecting the rebranding’s effectiveness in rekindling admiration for the brand. This strategy is showcased through large-scale posters displayed at Art Center College of Design’s main gallery and Mullin Transportation Design Center since August 2023.
Slogan One Boot At A Time — a play on the phrase “one step at a time,” this slogan ties Timberland’s essence of craftsmanship, authenticity, and empowerment to an emotional message of progress and belonging.
Timbs Embracing the community’s long-standing nickname for Timberland products, “Timbs” is used across social media, blending nostalgia for older generations and sparking curiosity in new ones.
Timb Builders This internal nickname for the Timberland team fosters brand culture and identity within the workforce.
BI Design Renewal The original logo proportions were maintained while updating the serif font to a modern sans-serif, preserving the heritage feel while aligning with contemporary aesthetics.
Color Updated signature colors include a modern yellow khaki to evoke the classic “yellow boot” and a dark grey for a cleaner, sophisticated look, replacing the traditional black.
Phygital Experience Timberland’s craftsmanship is celebrated with an interactive flagship experience where customers can “build” their own Timbs using digital tools and material samples in-store, enhancing personal engagement with the brand.
Behind the Scene
Conducted consumer surveys in the U.S. and Korea, revealing significant perception differences that influenced brand introduction in each market.
Utilized Nielsen, Statista, and VF Corporation financial data to identify the correlation between brand identity ambiguity and revenue stagnation.
Interviews with descendants of New Jersey blue-collar workers and Korean target consumers highlighted the impact of brand touchpoints on long-term perception.
