![](https://www.wpa-pinfold.co.uk/_website/wp-content/uploads/2016/10/13761_WPA_website_2016_Croots-1-1400x740.jpg)
Branding an English classic
We renamed and rebranded AC Supplies to become Croots England – and built equity around its brand essence of authentic English craftsmanship.
![](https://www.wpa-pinfold.co.uk/_website/wp-content/uploads/2016/10/13761_WPA_website_2016_Croots7-1400x740.jpg)
The mark and visual language took their influence from the exquisite marquetry found on shooting rifles.
![](https://www.wpa-pinfold.co.uk/_website/wp-content/uploads/2016/10/13761_WPA_website_2016_Croots2-1-1400x740.jpg)
The organic ‘C’ letterform perfectly complemented the luxury leatherwork of the company.
![](https://www.wpa-pinfold.co.uk/_website/wp-content/uploads/2016/10/13761_WPA_website_2016_Croots10-1400x740.jpg)
The driving force behind this change was based on Croots’ ambition to build on its range of traditional shooting bags and accessories, and extend into luxury leather leisure ranges.
![](https://www.wpa-pinfold.co.uk/_website/wp-content/uploads/2017/01/13761_WPA_website_2016_Croots5.jpg)
Croots wanted to build on its reputation for quality, craftsmanship and English Heritage and extend its reach to the consumer market, rather than being solely trade based.
![](https://www.wpa-pinfold.co.uk/_website/wp-content/uploads/2016/10/13761_WPA_website_2016_Croots12-1400x740.jpg)
Reaching a consumer base would not only increase Croots’ reach and increase profit margins, but would help to ensure their success as an English producer of leather goods.
472% Increase in export sales, meeting Croots’ objective to extend its reach overseas
74% Increase in web traffic within its first six months
24,416% Increase in retail sales within the first 2 years of the website being live
WPA Pinfold has completely transformed our company’s image and presentation, and laid the foundations for us to become a major British brand. We now have the brand that embodies our values of quality and craftsmanship.