Strategy messaging ads apparel identity illustration merchandise packaging print signage web


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.


  • 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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