As part of the brand refresh, Lucchese wanted to give their Classics line a fresh, updated look too. As their most popular boot, we needed to stay true to the brand's heritage and tradition but also show consumers that there was something fresh and new to get excited about. The refresh involved updated logo, packaging. point of sale and social media. The push helped reinvigorate the Classics brand and reminded brand loyalists what they loved about Lucchese.