Case2

Previously perceived as a budget shoe retailer, toot struggled with outdated perceptions, heavy discounting, and a fragmented brand identity.

We understood that overcoming these challenges required more than just a visual refresh — it demanded an entirely new, consistent branding platform.

Challenge

toot faced an identity crisis. People mistakenly pronounced TOOT as “тоот" rather than "туут", distancing the brand from its audience. Customers were hesitant to proudly associate themselves with a retailer. The brand's heavy discounting strategy only reinforced negative perceptions.

Our task was clear yet ambitious: transform toot’s perception from a discount-focused retailer into an inspiring style companion, shift the brand toward a younger, fashion-conscious audience, and establish a consistent, compelling branding platform to drive meaningful & long-term connections.

Insight 1

Through audience research, japai* discovered a critical misconception among consumers: they strongly associated affordability with poor style. Recognizing this belief allowed us to address head-on the barrier holding customers back from proudly choosing affordable fashion.

insight 2

Further exploration revealed a clear disconnect: toot was communicating an inauthentic, fragmented message — attempting premium while customers saw only discounts. Identifying this gap made authenticity our priority, aligning brand messaging with genuine customer perceptions.

Insight 3

We also found that customers sought more than just shoes — they desired style inspiration, guidance, and validation. Understanding this deeper need allowed us to reposition toot as an empowering companion in their style journeys, not merely a footwear retailer.

Our strategy centered around shifting the conversation from affordability to authenticity. We repositioned toot as a source of inspiration, encouraging customers to confidently express themselves through style.

Strategy

The new slogan perfectly captures toot’s philosophy.

Style isn’t defined by labels or prices but by authenticity, confidence, and individuality.

We undertook a comprehensive rebranding process for toot, transforming every aspect—from clearly redefining the brand’s core mission and ambitious vision to reshaping its positioning around authentic and accessible style.

With a fresh, conversational tone and vibrant visual identity, toot evolved into a relatable brand speaking directly to younger, fashion-conscious audiences.

The journey began by defining a clear purpose—our mission: Help people discover their personal style. Paired with an ambitious vision to establish Bishkek as the style capital of Central Asia, we set the strategic foundation. This DNA shaped everything — from how toot sees itself to how customers experience the brand.
We carefully crafted toot’s positioning to challenge old perceptions about affordable fashion. Instead of competing on price or discounts, we positioned toot as an empowering brand, breaking stereotypes to showcase that true style doesn’t have a price tag. Our approach highlighted authenticity, individuality, and personal confidence.
To connect deeply with younger, style-conscious audiences, we transformed toot’s voice into something friendly, conversational, and empowering. Moving from formal language to casual, approachable communication, we shifted our tone to “на ты,” speaking directly to individuals and offering genuine style advice without judgement.
We redesigned toot’s visual identity, adopting lowercase letters to create an approachable and youthful feel, and introduced vibrant colors and typography. Every visual element was deliberately chosen to reflect energy, openness, and the spirited personality of our refreshed brand.
Our content strategy evolved beyond product descriptions into inspirational and educational storytelling. We developed campaigns emphasizing personal style expression, collaborating with influencers, organizing events, and engaging our community. Every message reinforced our belief that everyone deserves access to style inspiration and empowerment.

Early responses are overwhelmingly positive:

Social media visuals and interactions have improved, resonating deeply with our younger audience.
Customers increasingly view toot as fashion-forward and inspiring.
Internally, employees embraced their new roles as Style Consultants, motivated by a clear purpose: helping customers find their personal style.