Opportunity

Back in 1968, John Shirinian I, founded the Lejon belt company which would become a staple at department stores like Saks Fifth Avenue and make belts for esteemed brands like Shinola.

I was approached because the current owner (John’s grandson) wanted the brand to grow. To move from well-known within the industry to a nationally recognized consumer belt brand.

Execution

Company Audit

Initial investigation of the company led us to a number of learnings that would help the brand consolidate its identity, product offering and story. For example, the Lejon company also owned and made belts under the Vintage Bison brand. The new strategy (and resulting verbal identity) would make the relationship between these two brands clear and align with the master brand story.

Category Audit

The competitive landscape has changed quite a bit since their last brand refresh. We established a new competitive framework. This helped us create measurable business objectives and messaging distinct from competitors while remaining authentic to the brand’s made-in-the-USA and family-owned roots.

Consumer Audit

Lejon’s target audience was determined to be white-collar Americans who appreciate blue-collar working-class values. Research supported a beneficial role that the brand could play in their lives: as not merely a belt maker but a steward of quality American workmanship, an educator, and an enricher.

Brand Purpose

There’s a world of people who want us to be good, cheap, and fast. But you know that nobody can be all three. Heck, we only care about one thing.

There should always be a place in America for quality workmanship.

Since 1968, we've fashioned belts with precision and scrutiny. Cheap and fast, be damned. We follow the master templates passed down from our elders. Crafting goods that enrich future generations by teaching them the ways of our past.

While mass-produced belts lower the bar and cost-savings tarnish reputations, traditional leatherwork remains strong.

Let quality speak for itself as you hold it in your hand.

Quality Endures

Outcome

The Lejon rebrand successfully repositioned this classic American brand for a new generation while honoring its heritage and commitment to quality.

Strategic Clarity: Research and collaborative workshops established a clear brand purpose, positioning statement, and aligned storytelling–providing a solid foundation for all future initiatives.

Differentiated Identity: Lejon's unique strengths (made in the USA, family-owned) were brought to the forefront, creating distinction in a transformed competitive landscape.

Empowered Brand Team: A strong, consistent narrative allowed Lejon to confidently onboard new partners and vendors, streamlining their operations.

Customer Connection: The brand's renewed focus on those who appreciate working-class values laid the groundwork for deeper customer loyalty and engagement.

Client Testimonial

“We hired Zane to help us reposition the brand with a new verbal identity and personality. He has a very thorough strategy process which really got to the essence of who we are as a brand. The collaboration and communication along the way were excellent. He truly exceeded expectations.”

Gregg Hemphill

CEO, Lejon & Nexbelt

Client: Lejon Belts