Case Study Retail

Sports Store Branding

Sports Store Re-brand

Turning sports e-commerce store into a brand with a new, up-to-date look-and-feel

4FOOTYFANS Brand Identity


The 4FOOTYFANS brand image looked dated and did not match the ‘discerning football fan’ audience being targeted. The use of 80s style fluorescent green, grass in the logo, a player covering the logo, and use of clip-art style brand elements did not give the store a serious look and feel. 4FOOTYFANS asked how we could help with the objectives of increasing conversions and revenue, so we began the process of creating a new brand identity in order to instil more trust in the brand particularly among new visitors.


To help propel 4FOOTYFANS to be one of the UK's leading sports gifts, souvenirs, memorabilia and merchandise companies supplying the finest products at reasonable prices.


The customer is looking for a brand they can trust when purchasing online, as well as a brand that aligns to their own personality.


One of the barriers we had to overcome was to not alienate the typical football fan and 4FOOTYFANS customer. We achieved that through the use of a typography similar to that seen on the back of retro football shirts, combined with a brand pallette of football colours featuring Liverpool/Arsenal/Manchester reds and football pitch greens. Some familiarity with the old logo has been kept with the double line height '4' followed by 'FOOTY' stacked on top of 'FANS'.


New logo with various versions and formats, brand guidelines document, brand colour pallette, social media covers, website background.
4FootyFans new vs old logo

Leave a Reply