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Toad&Co

New name. Richer story.

After 17 successful years, Horny Toad Activewear recognized the need to reposition the brand to stay relevant in a growing outdoor clothing market. We led a naming and messaging initiative to help the Toads rethink their name, reinvigorate the brand, and reach a broader audience.

services

  • Identity
  • Messaging
  • Strategy

For nearly two decades, Horny Toad won many loyal fans for its comfortably styled clothing – along with mad props from the outdoor industry for its triple-bottom-line commitment. But the business was repositioning for growth, and the brand needed a course correction to lead the way. Starting with the name.

Working closely with the client marketing and creative team, we led a strategic branding initiative to evolve the company name without risking brand equity or alienating legacy customers and retail partners. After an extensive exploratory, we landed on Toad&Co, a name that's true to the brand’s heritage while acknowledging the great company (co) of like-minded organizations and industry partners that help shape the company for the better. 

With a carefully choreographed rollout, the new name took off and business is hopping. With evolved messaging and a new tagline, “Keep good company,” the new brand is also toad-ally aligned with the company's ongoing mission to create meaningful social and environmental change. 

Lifestyle photography: David McLain; cover photo by Ponch Membreno. Creative direction and logo design by Christina Speed.

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