Toolally aimed to reposition its brand to attract both prospective stockists and a younger demographic, especially with a fresh product range and celebrity partnerships on the horizon. With a new emphasis on brand values of Independence, Radiance, and Confidence, we shaped a playful and bold identity that aligned with Toolally’s aim of creating iconic, maximalist looks.

Collaborating closely with marketers, PR specialists, and copywriters, the brand transformation embraced a vibrant, eye-catching aesthetic. Key achievements included securing a pop-up shop at Wolf & Badger in Coal Drops Yard, inflight advertisements on Virgin Atlantic, and a collaboration with Laura Whitmore. Together, these efforts captured the attention of Toolally’s target audience and solidified the brand’s refreshed position in the market.