Ted&Muffy ← Back to the portfolio
In 1974, a young entrepreneur called Ted Maltby opened a shoe shop in Bath, called Duo. His vision was to bring UK women fashionable, beautiful quality Italian boots and shoes and a bespoke fitting service – a world away from the mass-produced footwear available at the time.
For the next forty years, Ted and his wife, Muffy, built their brand and gained a loyal following. But, with its emphasis increasingly on fit, the love of fashion and craftsmanship that originally inspired Duo was becoming lost.
In 2014, Duo asked us to re-brand their business and the result was Ted&Muffy – a boutique boot design company aimed at a fashion-savvy consumer. Its mission is that no woman should ever have to settle for ill-fitting footwear – something we called Ted&Muffy’s ‘Fairytale Fit Promise’.
This idea gave us the rich visual language of fairytales from which to draw inspiration and in summer 2015, Ted&Muffy launched with a stunning campaign of high-fashion photography and a chic visual identity, complete with magical, hand-drawn illustrations.