What we built
Safety Jogger is a globally recognised Belgian brand in the workwear and safety footwear market - with a strong reputation built over decades and a distribution network that spans the world. They came to COBRA™ not to reinvent Safety Jogger, but to go further: developing a completely new brand within the Safety Jogger family.
The COBRA™ trajectory ran the full process: deep dive research, competitive positioning, emotional mapping, power group definition, brand religion, identity direction and messaging. The strategic foundation for the new brand is complete.
"Building a new brand inside an existing brand family is one of the most complex strategic challenges there is. You need to carve out a distinct identity without cannibalising what already works."
What's next
The new brand is currently in development. We're keeping the details close for now - not because there's nothing to show, but because the launch deserves the right moment. What we can say: it's a brand with its own positioning, its own story and its own audience. Built to stand on its own two feet, with the strength of the Safety Jogger family behind it.
More to come.
