Red Wing Shoes saw an opportunity to leverage the hunting consumer's familiarity with the Irish Setter brand by bringing an affordable shoe product to the work market. Capsule developed a strategy to introduce the brand, then designed a mark and configured a tool kit for application needs. The result was a successful launch of Irish Setter into stores and onto the feet of consumers.
The brand was designed with a variety of mediums and situations in mind. This gave the shoe design team the ability to stamp the brand on any material, style or color pattern.