Premium Book
Created for Dr. Martens premium retailers.
Advertising 2009
The brief was to produce creative that emphasised the heritage and utility of Dr. Martens. The final execution had begun with a reference to the fist as a symbol of defiance but developed into something more playful and ambiguous.
Pop Up Shop 2009
FreshBritain teamed up with Campaign to create an award-winning pop-up store located within the heart of Old Spitalfields Market, London. Off-the-shelf industrial PVC hanging barriers, construction-site lighting, metal cages, shrink-wrap furniture and stencilled signage all belong to the warehouse look and feel were inspired by the Dr. Martens heritage. The majority of the furnishings, fittings and materials were locally sourced.
Product Design
Continuing to introduce and develop credible new platforms for existing and future consumers and giving Dr. Martens relevant product year round. Not about connecting to trends, but about connecting to consumers. FreshBritain also set up collaborations with Stussy and Raf Simons.
Advertising 2008
2008′s Autumn Winter campaign references the ‘straight ups’ from I-D magazines heyday, referenced because of DM’s and I-D’s shared values of being for the people by the people. An extra layer of depth to the campaign are the models, all successful creatives in their own right. Spring Summer progressed this concept with a ‘day in the life’ shoot, shot at Notting Hill Carnival and Queens Park pitch and putt. All shot by Tyrone Lebon.
Premium Windows
Product Marketing 2008
FreeDM Campaign
The first campaign FreshBritain worked on with Dr. Martens. Celebrating the independent meaning of the DM’s product the campaign lead with the line “We make shoes, you do the rest”. With a long history of adoption within the creative community the campaign depicted musicians, photographers, prop stylists, ceramists etc. at work within their studios, or simply presenting the creative environment of their studio.
Previous Project
Dr. Martens
Dr. Martens is a traditional icon of British industrial footwear.FreshBritain were brought in as partners to work with the management team to help halt the Dr. Martens decline. In all areas of strategy, product design and communication FreshBritain were pivotal in helping achieve a successful turn-around.
Product strategy, product design, premium sales, retail design, pop up store campaign, collaborations, tradeshow design, advertising and trade communications.
FreshBritain has worked tirelessly across the brand to achieve one of our finest case studies.