LLOYD
Creating impact for a new generation

With this strong foundation, the brand was poised to take the next step: evolving from a trusted shoemaker into a lifestyle brand that speaks to a global audience. This shift meant looking beyond its heritage and opening up to a wider fashion world – from sneakers and boots to bags, coats, jackets, and accessories. The challenge: an identity that felt outdated and spoke mostly to an older audience, with little relevance for younger customers or digital platforms. To sharpen its mission and vision, LLOYD Shoes rebranded as LLOYD Lifestyle, creating a holistic identity ready for international markets and diverse product worlds.

The rebranding of LLOYD follows a crystal-clear direction: the new vision “Fuel a Positive Lifestyle” and the brand promise “Joy, Confidence, and Style” form the foundation of the transformation. At the heart of the new identity lies the redesigned logo – its flowing, wing-like lines shaped from the two “L”s in LLOYD. These “Wings of Inspiration” embody movement, freedom, and self-assurance, perfectly capturing the energy of a brand that is no longer confined to shoes but embraces a complete lifestyle universe. To give this shift a voice, we created a new brand claim: “Own the moments.” It encourages people to approach every situation with authenticity and style – whether it’s a casual day, a special occasion, or anything in between. Every design element reinforces this promise.

The color palette combines heritage and modernity with Light Brick and Mint at its core, contrasted by a lively secondary palette of rich, poppy, and earthy tones that add diversity and depth. Typography blends clarity and character: A characterful serif brings personality and style to the headlines, while a crisp sans serif keeps the supporting text clear, flexible, and easy to follow. The imagery was equally redefined, establishing a cohesive visual world that radiates the brand’s values – joyful, confident, stylish, lively, and agile. With an authentic, narrative feel, the imagery ensures that LLOYD’s story resonates in digital channels as much as in retail spaces. A new crest was introduced as a mark of excellence, reserved exclusively for the soles of the brand’s finest men’s shoes. It pays tribute to LLOYD’s heritage of craftsmanship, precision, and timeless artistry.

Together, these elements create an visual appearance that is consistent across every touchpoint – from packaging to retail design, from logo to typography. The result is far more than a transformation: it is a brand promise made tangible. LLOYD now speaks to a new generation of customers while staying true to its roots, offering not just shoes, but a way of life fueled by style, joy, and confidence.