Loving your feet

Toffeln Loving your feet

Toffeln specialise in providing footwear and accessories to the hard working healthcare professionals of Britain. The family run Bristol-based company have been taking their ergonomic and scientific approachto footcare health since 1978.

A change in direction for the business prompted a fresh look at the brand and its positioning within the healthcare footwear sector, with more focus on foot well-being and comfort for the healthcare worker whose average working day consists of 12 hour shifts.


  • Consumer



  • Brand Campaign
  • Brand Creation
  • Studio Photography
Loving your feet brand campaign - Athar wearing Toffeln ActivFlex

The Idea

Market research was the clear starting point for this project. We engaged with nurses, doctors and surgeons across the country through our Absolute Clarity process to find out their top priorities when purchasing their work shoes. We also had the opportunity to test our initial creative territories to see which direction resonated with them more.

The research findings informed the new brand direction, which centres around ‘Loving your feet’. Toffeln care about their customers’ feet, and they think the customer should care about them too. Toffeln’s partnership with the University of Salford helps them to achieve this by constantly developing their range of footwear based on performance testing, wearer evaluation and design innovation.

As part of the brand campaign some copywriting led to a 'dear feet' letter from Toffeln
Brand campaign - Feet never felt so good

The Delivery

Toffeln now has a visual identity that gives healthcare workers a sense of what they stand for. By coupling a conversational, positive tone-of-voice focused on feeling good, with a colourful palette and playful typographic style, we've helped to deliver a brand unlike any of their competitors. Placing real healthcare staff at the forefront of the brand allows Toffeln to celebrate the ambassadors who wear their shoes and helps build trust with the target audience.

Loving your feet brand campaign - Karen wearing Toffeln ActivLite
Brand guidelines were developed to ensure the campaign rollout was consistent and successful
The brand campaign shown in-situ on the website
The brand campaign was supported by a new set of business card designs
Posters for some of the products were also created following the studio photography

The Results

The re-brand has been launched across a range of communication touch points, all aligned to a consistent message and recognisable art directional style. Toffeln’s latest product catalogue harnesses the new brand in its entirety, bringing to life each product range and strengthening the Toffeln brand message to new and existing customers. We continue to work closely to grow their brand and increase awareness through their print and digital channels.

Loving your feet campaign brochures

Absolute really got under the skin of our company, injecting a much needed personality into the brand. They continuously deliver a high level of creative which shows our products and approach in the best light. Internally all the staff love the new look and feel, the feedback we’ve had from our healthcare customers has been really positive too.

Harvey Leflaive - Marketing Manager at Toffeln
Loving your feet brand campaign tone of voice and copywriting
Loving your feet brand campaign - Dear feet...
Toffeln - Looking at feet differently since 1978