Using the name “Well Heeled” for the collection, we developed a concept around the journey of the shoes, from design and manufacture through to retail experience and aftercare, all infused with a strong sense of Italian craftsmanship and Sprezzatura.
The campaign imagery was shot within an Italian artisan workshop setting, highlighting the quality of the materials and the craft behind the collection. This was contrasted with a cleaner series of product images styled with traditional tools and aftercare objects, introducing a more playful expression of the Ted Baker personality.
The concept extended across lookbooks, film, packaging and retail environments, including bespoke POS units and display cabinets inspired by traditional workshop tool storage. Every touchpoint was designed to reinforce the balance between luxury, humour and craftsmanship.
The Outcome
A distinctive campaign identity that strengthens Ted Baker’s premium footwear offer while remaining true to the brand’s established character. The system translated seamlessly across retail and digital environments, creating a more immersive and recognisable expression of the collection.
