GIVING ICONIC AMERICAN
OVERALLS A DIGITAL VOICE
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.
RFTB crafted a brand strategy that centered on connecting with the brand’s loyal following and telling the stories of Liberty fans across digital platforms. The brand identity is anchored on the values that Liberty customers hold dear: truth, dependability, and self-reliance.
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. RFTB crafted a narrative that embodied who Liberty is as a brand, and what made them an American icon.
The RFTB team worked to create the brand voice of Liberty and bring it to life by identifying sources of truth. RFTB broke down each target audience of Liberty and crafted messaging that spoke to each.
Keeping Liberty loyalists in mind, the 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 the brand delivered
Liberty wearers can see past today’s typical marketing speak. They want a brand they can identify with, made up of unapologetic and uncensored content. RFTB knew they wanted the people who wear Liberty to be the storytellers. Using user generated content (UGC) with real people doing real work in the campaigns created the authenticity that spoke to like-minded bib wearers.
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. 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.
RFTB brought in photography and videography capabilities to shoot Liberty in a raw and real way. Using a unique style in the shoots, the photo and video assets communicated the brand narrative with an unfiltered authenticity. Liberty lovers like real, so that is exactly what RFTB gave them.