JKR

Hunter

Can you name another brand of wellies? On the surface, Hunter boots are just like any other, so how have they managed to find themselves in a league of their own? The answer is that in design, a little can go a long way.

As an agency, we preach about distinctiveness. Yet, the only things that distinguish Hunter’s core product from its competitors are the logo and arguably, the buckle - but even that seems to come as standard nowadays. There are some subtle differences to the boot’s shape and tread, but the secret to Hunter’s success is that the quality is known not shown. The logo is basic and utilitarian. It simply tells you that it will do the job and won’t let the water in.

The beauty of such a plain badge is that it has allowed the brand to have a chameleon-like versatility. While its roots are definitely in the country, the brand now branches into a much broader market – as the fuschia boot with a gloss finish would suggest. Royal crests have long reassured us on quality, but it was fashion royalty who reassured us that Hunter wasn’t just for the farm.

A steady stream of new collections and collaborations with different designers demonstrate a willingness to experiment around the edges. They also bring fashion to an inherently unfashionable category. It is however, the design discipline at the brand’s core that will ensure Hunter won’t slip up any time soon.

By James Joice, Client Director, jkr