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When it comes to shoes, let’s not debate wants versus needs. That’s for another place and time. Like never. Right now, it’s time for a fashion boost starting with your feet. A fresh pair of shoes are the cornerstone of a good outfit. And nobody knows better than you that style is built from the ground up.

So let’s get started.

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BRAND DNA®

  • Fun
  • Inclusive
  • Innovative
  • Feminine
  • Free
  • Energetic
  • Stylish
  • Romantic
  • Confident

When it comes to shoes, let’s not debate wants versus needs. That’s for another place and time. Like never. Right now, it’s time for a fashion boost starting with your feet. A fresh pair of shoes are the cornerstone of a good outfit. And nobody knows better than you that style is built from the ground up.

So let’s get started.

Assignment
Differentiate Chinese Laundry in the contemporary footwear market by positioning it as a fun, feminine, stylish alternative for modern women. While consumers genuinely credited Chinese Laundry for being trend-right, feminine and fun, the brand itself had low awareness. There was an opportunity to better define Chinese Laundry and remind consumers of the unique role it fills in their closet.

Target
Women, ages 20–34, who own 6+ pairs of shoes. Independent, social, connected and full of life. Their style is expressive, and they’re fearless when it comes to diving into the latest trends. They seek trend-right styles, desire a broad selection that allows personal expression and expect quality and value.

Insight
Women have a strong personal connection to their shoes, which play a critical role in their everyday wardrobe decisions. The right pair of shoes can help them feel stronger, stylish and more confident.

Chinese Laundry’s fun, expressive, feminine style gives the independent woman the confidence she desires in work and play.

Execution
Toth+Co reinvigorated Chinese Laundry by developing an overarching brand platform and related marketing support inspired by our customer’s desire to experiment, play and delight in their love of shoes. The new platform influenced every aspect of brand storytelling and marketing communications including:

  • Master Logo
  • Trade Dress
  • Packaging design
  • Store design
  • Website look and feel
  • Look-books
  • Showroom design
  • Retail presentations
  • Business papers (business cards, letterhead, email signatures)

Results
Consumer re-launch went live in Holiday 2016, and website redesign launched in January 2017. The Toth+Co rebrand helped secure international distribution, with the brand currently slated to sign on 30+ franchise stores in 2017 in Dubai, Saudi Arabia, Central and South America, Australia and New Zealand.

Growth
Brand re-launch helped Chinese Laundry celebrate its heritage in a modern and fresh, forward-looking manner with a renewed purpose, and paved the way for global expansion.

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Optimism

Optimism is the belief that anything is possible if you put your mind to it.
It’s the power to change, to make the world a better place.

Optimism is our life philosophy and business strategy.
When you believe in better, it creates the space for it to exist.

The Videos


Dreamt up by our late
founder, Mike Toth, as
he was battling throat cancer,
these videos tell an uplifting
story about finding the
silver lining in
life’s challenges.

Watch Videos

Create Optimism


To us, line art
symbolizes the future’s
vibrant colorful potential.
Upload any JPG file below to
create your own customized
Optimism line art.

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MIKE TOTH

1952 – 2014

Mike taught us to find the soul in things: people, brands, ourselves. The soul is our true north, and it must be coveted. We rely on it when the waters get rough. When storms roll in. When we lose our way.

Technologies change. Trends come and go. Seasons pass. New generations carry on. Toth+Co looks to the future with fresh eyes, innovative minds and exciting new talent. The waters out there are uncharted, but we’re following our true north, just like Mike taught us.