A long-standing relationship with
an Australian icon.
Redback Boots is one of the largest work boot manufacturers in Australia and embody the best of the Australian work ethic with a no-nonsense approach to making work boots. Redback have been making work boots this way since 1925 and are still made at their factory in Alexandria, Sydney.
The Australian Defence Force specifically requests Redback boots – not just for ground forces, but for the Navy and the RAAF too. Redback have been making boots for the ADF since 1998, and also supply to the US military for its non-combat personnel.
Poskitt has a successful long-standing relationship with Redback. In 1996, Daniel Poskitt designed the original Redback logo which saw the company become an Australian icon and one of world’s most recognised work boot brands. In 2015, Poskitt was asked to rejuvenate the brand identity with a refreshed brand mark, updated treatment, an overhauled website, a completely renovated interior for the factory offices and a dynamic new attitude moving forward.
At the same time, there was a desire for the identity to visually acknowledge the Australian made and owned brand positioning. Additionally, the Poskitt team was asked to direct and shoot an image library of calogue photographs for the Redback product range and a library of brand photographs, shot on location for use in advertising, social and promotional material. Poskitt also designed a suite of print collateral, instore displays, point of sale and signage infused with the fresh look and feel.
Mark Cloros, who reached out to Poskitt directly, said this about the working relationship: “The Poskitt design team brought an impressive level of expertise into the collaborative process we undertook to conceptualise the company’s mission and focus as an Australian made and owned boot manufacturer.”
Poskitt also collaborated with Vibram, the world’s leading sole maker, on the design of Redback’s outsoles and scuff-caps following on from the successful design work completed on the brand identity. Boot boxes were also designed as well as a range swing tags, print collateral. and supporting boot-fitting products for the Australian Defence Force which all share the same design language.