Emu Australia launched a new logo and brand identity at the winter edition of Bread & Butter in Berlin. The company had a new and bigger stand in the “urban fashion” Hall 2 at the fair, where it also presented its new brand claim, “ever natural,” for the first time. The brand, which celebrates its 20th anniversary this year, has been working with a designer brand agency from the U.S., Cinco, in order to develop and enhance its collections. Shoe models from the brand's original collections for autumn/winter 2014/15 are about 30 percent lighter than previous models, narrower and with a more feminine silhouette. The size of the sole has been reduced. As it is the brand's 20th anniversary, the Originals collection features 20 different colors. Emu has also extended its apparel collection, which is still designed in-house. A new marketing plan will be finalized in March 2014. 

Topics