UGG REVIVAL
Battling narrow associations with a “comfy but ugly” aesthetic and an outdated youth culture, UGG needed a brand that reintroduced the iconic style as a premium fashion brand that could captivate the diverse Gen Z market while staying true to their own bold heritage.
Feels like UGG
In 2023 we launched the new UGG brand strategy, followed by their verbal expression and global essence “Feels like UGG”.
Their new verbal expression is energetic, warm, evocative, and sensorial. It’s intended to compliment that iconic feeling their boots are known for, while expanding it to express their purpose of making self-expression comfortable all, by making people feel good inside and out.
Client
UGG
Year
2023-Present
Work
Brand Positioning
Brand Voice
Brand Messaging
Tagline Development
Campaign Strategy (2023-2026)
Seasonal Campaigns
Since then, we’ve launched seasonal campaigns rooted in the essence “Feels like UGG” and further defining what this means to Gen Z audiences. I worked with the team on SS24, Holiday, SS25, and the upcoming AW25, and SS26 seasons
Spring/Summer 2025
