For American workwear it doesn’t get more classic than bib overalls. The Texas-based Liberty brand has made its name by selling the same tough and true green-zippered bib overalls, mostly unchanged since 1912. After its purchase by VF Corporation, Liberty enlisted Voicebox West to both built out its brand voice from a century-long history and a grassroots following that ran deep but was not being utilized from a brand standpoint. That project led to our shop developing all the content and brand story elements for their 2019 website rebuild with design agency RFTB, including all product copy and four in-depth customer stories that spoke to the heart of the brand.
The results were impressive. The summary included a 427% annual increase for DTC ecommerce, a 422% increase in site traffic, a 138% increase in conversion and a big increase in time on a dramatically improved site that fused both commerce and brand identity. While the initial timeline was rapid, Voicebox crafted a brand identity from scratch with existing clay and built on the grassroots strength of the brand for a positive growth result. At the same time we delivered copy built to last that struck an authentic tone for a brand that lives by the same ethic.
