The Hunter Wellington boot, originally designed in 1865, is the epitome of English country tradition. Brought to the world’s attention in the 1990s by Princess Diana and again by Kate Moss in the 2000s, Hunter aspired to become a truly global fashion brand. The challenge was how to retain the loyalty of a countryside customer while inspiring fashionistas around the globe at the same time?


Calling defined the lifestyle appeal of the brand for its new generation of customers. We wanted to create an aspirational link between rural and urban life, which we summed up as ‘The Privilege of Being Able to Get the Best from Both Country and City’.

The brand idea, ‘Be Original’, is a call to action full of confidence and individuality with a distinctly British attitude; it’s a celebration of Hunter’s first and most famous boot, the Original. We then built on this heritage, looking to the future. This strategy led to investment in developing high performing boots for the hunting–shooting–fishing crowd to maintain the brand’s authenticity and credibility with this audience. In tandem, the brand created cutting edge collaborations with the likes of Jimmy Choo and Rag & Bone to extend its credibility with the fashion brigade.

The evolved visual identity, brand language and distinct photographic style, designed to hero the products, were all created along with communication guidelines for global marketing and product campaigns.


Since launch five years ago, the revitalised brand is now present in 35 countries. Today, Hunter is a true style icon and a British institution, admired and worn by everyone from farmers to festival-goers and fashionistas.

This new positioning and identity is now being used across all brand collateral, helping to build awareness and sales across all of Hunter’s global markets.

The brand is expanding into new territories and building further brand-extension joint ventures, as well as appearing at London Fashion Week for the first time in 2014.

“Hunter has a lot going for it. It has heritage, it has reason (its product – wellingtons – being especially relevant in Britain right now) and it has fashion resonance (you can't move for a Hunter welly on the festival fields).”