Lemaitre Brand Campaign.

Stepping up safety footwear

Lemaitre, a trusted brand within the safety shoe category, needed a new positioning that matched its superior quality product and left a lasting footprint in the overcrowded category. The agency was tasked to step up to the challenge of differentiating the brand and providing a true reflection of the hard-working individuals who craft Lemaitre shoes.

Following in-depth research, the team uncovered an insight amongst the target market: ‘hard work is universal’. This simple insight, coupled with the culture of craftsmanship within the Lemaitre factory itself, gave rise to the tagline ‘from one worker to another’.

Campaign visuals show the human connection between the Lemaitre worker and the wearer of Lemaitre footwear. New visuals for the concept were shot and rolled out on the website, catalogues, emailers, price lists, spec sheets and advertising collateral, while a fresh corporate identity polished off the overall look and feel.

The new positioning steps up Lemaitre’s status and humanises the brand. It reflects the unique culture behind the brand itself, with dedicated workers and a significant local supply that brings a world-class, proudly South African product to the market.