Phillips Design Rebrands Caressa

BOSTON Phillips Design Group is updating Caressa Footwear with the positioning line “Live in it,” introduced in work that debuted last week at the World Shoe Association trade expo in Las Vegas.

The goal, according to Doug Fox, director of client services at the Boston shop, was to craft a brand platform that communicates various attributes such as comfort, style and function to a young-adult audience. The Burlington, Mass.-based client wants to appeal to 20-30 year olds in addition to the 35-plus crowd who make up the brand’s current customer base, Fox said.

The new line replaces “Art of comfort,” which Phillips used for some client materials last year.

Work includes trade show and point-of-purchase executions, a logo, packaging, posters and related promotional materials to be distributed by Caressa’s sales force. The effort is trade focused; no immediate consumer appeal is planned, said Fox.

The new creative features soft blue-tinted images of young women in various poses, brief headlines (“Dress up,” “Let go”) and discrete, colorful product shots. Alison Goudreault handled art direction and photography; Brian Flood wrote the sparse copy.

Caressa wants to be more competitve against Bandolino, Etienne Aigner and others in the value and midprice ($30-50) category. It eventually hopes to take on well-known brands such as Nine West, Naturalizer, Enzo and Franco Sarto.

Phillips in Boston first worked for Caressa brand last year when it helped the company introduce a line of waterproof boots.

The agency has been on something of a roll with footwear of late, having also been chosen in June to reinvigorate Clarks’ Bostonian shoe brand. The shop in October launched a campaign for Bostonians tagged “Look again,” designed, much like the work for Caressa, to help the brand appeal to hip, young consumers, as well as to conservative dressers.