We renamed and rebranded AC Supplies to become Croots England – and built equity around its brand essence of authentic English craftsmanship.
The mark and visual language took their influence from the exquisite marquetry found on shooting rifles.
The organic ‘C’ letterform perfectly complemented the luxury leatherwork of the company.
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.
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.
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
A high point of Croots’ success was when the company director, Alistair Croot, took a telephone order from Kate Middleton for a personalised gun bag for Prince William.
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.