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Liberty Overalls

Giving Iconic American
Overalls A Digital Voice

Give Them Liberty

Liberty Overalls is a true, all-American brand that was established over 100 years ago, and has since become known as the badge of American independence across the country. Liberty came to RFTB with a loyal following, but in need of a brand voice. Liberty is such a historic brand across the South, and RFTB had the opportunity to give them an online presence, something they had been missing for over 100 years.

The work we did for Liberty embodies the very essence of our agency’s strategy and mindset, and we had a blast getting to know just how much pride Liberty wearers take in their overalls while we were at it.


  • Brand Positioning Statement
  • Key Messaging
  • Copywriting

Content Production

  • Photography
  • Videography

Interactive Development

  • Website Design
  • Social Media Design
  • Email Design

Building a Narrative from the top down

RFTB started the project with only a logo from Liberty to work with. It was truly a blank slate so there was a need to get down to the roots of the brand and establish a clear identity and narrative for the iconic bibs. We went from nothing to building an entire narrative that embodied who they were as a brand, and what made them an American icon.

Establishing the Brand Voice

The RFTB team worked to create the brand voice of Liberty and bring it to life by identifying sources of truth. We broke down each target audience of Liberty, and how we could create messaging that spoke to each.

Keeping Liberty loyalists in mind, our top priority was always to be authentic. RFTB established truth, dependability and self-reliance as the pillars of the Liberty brand, which would guide the rest of the project. Liberty is about the freedom to be yourself and staying true to what you do - and that kind of authenticity is exactly what we delivered.

A site of their own

RFTB created a website and e-commerce design that represented the Liberty brand. It was essential to continue the brand narrative on the site and keep it consistent with the key messaging pillars from before. RFTB was able to continue to move the needle forward with Liberty and continue to grow the brand awareness while staying true to their roots.

Liberty Overalls Mac Showcase