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Taking ‘bold steps’ with SOREL’s global brand identity design

Sorel
SORELBrand Communications DesignFootwear

Objective: Bring SOREL’s brand story back into focus, cementing their cultural relevance and putting them firmly back on consumer's radar.

Sixty five years ago, SOREL was born in a snowstorm. Partnering with their visionary brand team, we were tasked with bringing that original spirit into sharper focus through a bold, contemporary lens - revitalising the brand vision in all its dimensions and reframing SOREL’s rich story for what comes next.

At the heart of our collaboration sat a clear north star, POLAR. A creative platform built on contrast, where opposing forces converge to forge a singular point of view. SOREL's new brand world stems from this ethos, living at the crossroads of poetry and pragmatism, elegance and edge; expressed through a hypnotic, imaginative brand expression that feels emboldened, resilient, and untamed. Made for those who take bold steps, wherever they roam.

This perspective guided the creation and orchestration of every brand asset. Working in close unison with the SOREL team, we evolved the relationship between the bear and the logotype, intentionally separating them to create greater dynamism and clarity across every application. We then developed a bespoke typography system rooted in poetic utility - introducing an emotive, navigational character set, Frontier, paired with a pragmatic, resilient sans, Base. This is combined with a reframed colour palette to draw on the raw beauty of nature with a subtle fantastical twist, creating a familiar yet intriguingly unconventional balance.

The outcome is a bold vision, visually and verbally articulated through a global brand identity design and creative brand playbook - one that is as overt as it is mesmerising. A visual narrative built with momentum, creative freedom, and unmistakable presence. No half measures. Just a sharper, bolder SOREL, ready for the horizon ahead.

All-season functionality, front-row sensibility: SOREL's global brand identity design carried with confidence.

Roam free: the bear intentionally stands apart from the wordmark - unlocking clarity, character, and creative latitude.

A 'New Horizon': surreal, resilient, and built for those who roam beyond the expected.

Dreamlike but disciplined: hypnotic art direction meets crisp typographic clarity, built to spotlight the product and the spirit behind it.

SOREL global brand playbook: a sharpened palette of light and dark, designed in full contrast to hit hard across product, retail, and communication.
Born in a snowstorm, built for new horizons: SOREL brand identity design and product packaging system.

Two bespoke branded typeface designs: polar opposites working in tandem to define SOREL's visual identity as both distinctive and grounded.

Taking ‘bold steps’: SOREL’s global brand identity design. Iconic roots. Onward momentum.
A suite of graphic brand assets built for momentum, designed to flex across every medium and platform.
SOREL's brand world: branded logotype design, creating visual appeal with those who take 'bold steps' wherever they roam.

Polaris opposites: snow boot, urban energy. A bespoke branded logotype design system where two worlds collide.

SOREL's global brand identity design bring's them back into sharp relief - bold, contemporary, unmistakable.

Looking to evolve your global brand identity design?

If you are seeking an expert brand communications design agency in London to lead your next branding design project, let’s talk. You can also check out more of our award winning brand identity designs and bespoke branded logotypes on our work page, or take a look at our Wonder blog for all the latest insights and creative inspiration.

Don’t forget to connect with us on LinkedIn today.

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