I led the brand development for Burliegh, Boot World’s first in-house sheepskin line. From naming to positioning and visual identity, I crafted a brand that balanced surf-inspired style, comfort, and value—creating a competitive alternative to UGG.
Boot World, a family-owned retailer with nearly 50 years in business, set out to launch its first in-house line of sheepskin footwear. The objective: offer a high-quality, fashion-forward alternative to UGG at a more competitive price point—without compromising on comfort or style.
The product line was centered on popular sheepskin silhouettes—boots and slippers—tailored for fashion-conscious consumers. Several brand names were tested through market research to gauge resonance and positioning. The name Burliegh was ultimately chosen for its natural, Australian-inspired tone and connection to surf culture, echoing the origins of sheepskin footwear. The visual identity and brand messaging were crafted to emphasize comfort, natural materials, and everyday value.
The result was Burliegh, a brand that delivers style and substance at a more accessible price. With roots in the surf-inspired lifestyle and a focus on comfort and quality, the new line gave Boot World a compelling private-label entry into the fashion sheepskin category—effectively bridging heritage, trend, and value.
I led the brand development for Burliegh, Boot World’s first in-house sheepskin line. From naming to positioning and visual identity, I crafted a brand that balanced surf-inspired style, comfort, and value—creating a competitive alternative to UGG.
Boot World, a family-owned retailer with nearly 50 years in business, set out to launch its first in-house line of sheepskin footwear. The objective: offer a high-quality, fashion-forward alternative to UGG at a more competitive price point—without compromising on comfort or style.
The product line was centered on popular sheepskin silhouettes—boots and slippers—tailored for fashion-conscious consumers. Several brand names were tested through market research to gauge resonance and positioning. The name Burliegh was ultimately chosen for its natural, Australian-inspired tone and connection to surf culture, echoing the origins of sheepskin footwear. The visual identity and brand messaging were crafted to emphasize comfort, natural materials, and everyday value.
The result was Burliegh, a brand that delivers style and substance at a more accessible price. With roots in the surf-inspired lifestyle and a focus on comfort and quality, the new line gave Boot World a compelling private-label entry into the fashion sheepskin category—effectively bridging heritage, trend, and value.
