Pair of Burleigh sheepskin boots with white fur lining and gold satin bows held by a person in a white top.

Burleigh Sheepskin Brand Development & Product Launch

I led the end-to-end development of Burleigh Sheepskin, Boot World's first private label brand, creating the name, positioning, visual identity, and packaging to deliver a surf-inspired alternative to UGG at accessible price points.

details

Role:

Creative Direction and Brand Strategy

Team:

Graphic designer, copywriter, photographer

Deliverables:

• Brand naming and strategic positioning
• Visual identity system and brand guidelines
• Packaging design and product presentation
• Branded content and marketing materials

Results:

Burleigh captured approximately 20% of Boot World's sheepskin category sales, establishing a strong private-label presence and supporting improved category profitability through competitive positioning.

Person in black leggings and red flannel relaxing with coffee, wearing tan Burleigh shearling-lined slippers.
Close-up of person wearing Burleigh brown suede shoes with white soles, standing on a blue patterned rug.
Flat lay of Burleigh sheepskin footwear including tall boots, slippers, and moccasins in warm brown suede with plush shearling lining, arranged on a soft textured surface alongside a bottle of Burleigh water repellent spray.
Pairs of Burleigh shearling slippers in gray and brown placed on a hearth in front of a cozy fireplace.

Opportunity

Boot World saw an opportunity to enter the fashion sheepskin category with a private-label brand offering UGG-quality product at more accessible price points and a distinct, lifestyle-driven identity.

  • Brand needed to appeal to fashion-conscious consumers seeking premium quality without luxury pricing.
  • Required positioning around quality, comfort, and surf-inspired style to differentiate from traditional premium-priced competitors.
  • Private-label product needed to maintain material integrity and craftsmanship while supporting stronger category margins.

approach

I led brand development from naming research through visual identity and positioning, creating a surf-inspired brand that balanced premium quality perception with accessible pricing.

  • Evaluated multiple brand names through market research to test resonance and positioning, selecting Burleigh for its Australian surf-culture connection and natural, authentic tone.
  • Developed a visual identity and brand messaging emphasizing comfort, natural materials, and everyday value to appeal to fashion-conscious consumers.
  • Defined an initial product line focused on high-demand sheepskin silhouettes, including boots and slippers, tailored to a lifestyle-driven female audience.
Two people relaxing on a couch with their feet up, showing the textured soles of Burleigh sheepskin footwear in contrasting dark and light colors, creating a cozy indoor lifestyle scene with a casual, comfortable mood.
"Burleigh sheepskin boot displayed in front of branded packaging box with large letter B design.

Outcome

Burleigh launched as a successful private-label alternative to UGG, capturing approximately 20% of Boot World's sheepskin category sales and expanding into adjacent lifestyle products.

  • Achieved approximately 20% share of Boot World's sheepskin category through premium-quality positioning at accessible price points.
  • Surf-inspired brand identity resonated with fashion-conscious consumers, establishing a distinct lifestyle presence separate from legacy competitors.
  • Brand momentum supported expansion beyond footwear into care products, socks, and apparel, strengthening overall category performance.

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