EVERBOOTS
01 — Brand Identity

Who We Are

The real American story: grit, pride, and reliability.

We make damn good boots for people who build everything else. Our world is crews, jokes, hard work, and showing up.

Everboots was built on a promise — one Greg made to his father: build something better. His dad named his company "Remember Your Promise." That's now stitched into every Everboot.

Every product is that promise kept: quality, respect for workers, fair prices, no B.S.

Three Brand Pillars

1
We Know Boots Welt-stitched construction (not glued). Family shoe-making expertise. Built to last, not built to replace.
2
Serious About Comfort EverFit™ shoe lasts engineered for fit even between sizes. Comfortable right out of the box. No break-in period.
3
Field-Tested, Work-Ready Proven at construction sites, warehouses, and hardworking industries. They're not just boots — they're equipment you can trust.

Target Customer

  • —Male, 28–55, blue-collar and working-class
  • —Construction, warehousing, landscaping, delivery, trades
  • —On their feet 8–12 hours a day — comfort isn't optional
  • —Researches before buying, reads reviews, asks the crew
  • —Price-conscious but not cheap — values durability over savings
  • —Brand loyal once trust is earned
  • —Hispanic and multicultural workforce skews strongly toward the brand

Channels

02 — Customer

Who We're For

  • People who work with their hands and lead with their word
  • On their feet all day — construction sites, landscaping, delivery, hauling
  • Buy smart, ask around, research before they purchase
  • Brand-loyal once trust is earned — they stick with what works
  • Crews, families, weekend warriors, makers
Our customers aren't hype shoppers. They're loyal workers who test with wear — not trends.

What They Need

  • Boots that last, feel good, and don't mess around
  • Fair price for real quality — no premium tax, no B.S.
  • A brand that respects the work, not just the lifestyle
  • Comfort from day one — not after a month of breaking in
  • Gear they can recommend to their crew without hesitation
Built for the job. And what the job makes possible.
03 — Color Palette
Black
#000000
Primary — backgrounds, headlines, wordmark
Kraft
#B69781
Accent — warmth, humanity, highlight
Steel Blue
#4F738E
Secondary — supporting contexts only
White
#FFFFFF
Text on dark — clean, no effects

Do not use gradients. Do not add effects to the wordmark. Do not use colors outside this palette.

04 — Typography
Display / Headline
Druk Condensed Super
Heroes, section headers, campaign callouts
TOUGH AS EVER
Bold, condensed, all caps. No letter-spacing adjustments. This font IS the brand's visual voice.
Body / UI
Monument Grotesk
Product descriptions, body copy, navigation, labels
Shoe-making runs in our family. We put our years of experience into each boot we make and take pride in making things the right way. Everboots are welt-stitched — making them water-resistant and harder-wearing day after day.
06 — Voice & Tone
WARM
GROUNDED
REAL
PROUD
NO B.S.
WITH HUMOR & HUSTLE

We Do This

  • Direct with heart — say it plain, mean it fully
  • Sound like someone you'd trust to recommend a boot and help you move a couch
  • Speak like the crew: grounded, warm, sharp-witted, real
  • Talk about hard work with pride and humor
  • Mix respect with straight talk. A joke. Maybe a word in Spanish.
  • Practical over poetic — but still hit you in the feels
  • Respect the work. Don't romanticize it.

We Don't Do This

  • Sound solemn or stoic
  • Try to sound luxury, premium, or elevated
  • Write poetry — we write copy
  • Romanticize the grind without actually respecting it
  • Use jargon that a site manager wouldn't say out loud
  • Pad headlines with unnecessary words
Not us

"We honor your craft with ours. Precision-engineered footwear for the discerning tradesperson."

Everboots

"Work hard. Make your family proud. Get a damn good boot without breaking the bank."

Not us

"Our artisanal Goodyear welt process speaks to our commitment to timeless quality."

Everboots

"While everyone else is gluing their boots together to save a buck, we're stitching ours. You'll feel the difference by lunch."

07 — Taglines & Headlines
BUILT FOR THE JOB — AND WHAT THE JOB MAKES POSSIBLE.
TOUGH AS EVER
BOOTS WORTHY OF THEIR NAME
BUILT TO BUILD
COMFORTABLY TOUGH
FOR THE WORK AHEAD
HARDWORKING BOOTS
EVERY BOOT IS A PROMISE KEPT.
08 — Tough As Ever Guarantee
TOUGH AS EVER
GUARANTEE
You can rely on these boots.
We'll put our money on it.

We will 100% cover your purchase if in the first 90 days:

  • The outsole begins to come apart
  • The leather rips due to normal wear and tear
  • The upper and outsole begin to separate

Language intentionally says "begins to" — not "falls apart." This frames it as hard-work damage, not poor craftsmanship. Never imply the boot is expected to fail.

09 — Product Range
Ultra Dry
Ultra Dry
Dark Brown, Copper
$100
Waterproof Slip-Resistant All-Terrain Outsole Lace-Up
Tank
Tank
Dark Brown, Tan
$70
Moc Toe Goodyear Welt Slip-Resistant No Break-In Full-Grain Leather
Tank S
Tank S
Dark Brown, Black
$80
Steel Toe Moc Toe Slip-Resistant Steel Shank ASTM F2413-11
Weldor
Weldor
Brown, Black, Raisin
$100
Moc Toe Water-Repellent Slip-Resistant Breathable Unlined EVA/Rubber Sole
Wellington Steel Toe
Wellington Steel Toe
Dark Brown
$110
Waterproof Steel Toe Slip-Resistant Pull-On ASTM F2413-18
Ultra Dry Tall
Ultra Dry Tall
Dark Brown
$110
Waterproof 8" Shaft Slip-Resistant All-Season Waterproof Laces & Stitching
Miner
Miner
Brown
$100
Steel Toe Moc Toe Goodyear Welt Slip-Resistant ASTM F2413-11
Cowboy Steel Toe
Cowboy Steel Toe
Dark Brown
$110
Steel Toe Western Style Slip-Resistant Pull-On Square Toe
Rhino
Rhino
Dark Brown
$120
Waterproof Steel Toe Slip-Resistant Chelsea / Pull-On ASTM F2413-18
10 — Photo Guidelines

Everboots photography is gritty, grounded, and honest. Every frame should feel like it was taken on a real job site or in a real person's life — not a studio. Shoot the boot as equipment, not jewelry. Let mud, wear, and real environments do the storytelling. The best Everboots photo makes a construction worker say "that looks like my boots."

Product Photography

Do

  • Clean studio on white or off-white — let the boot speak
  • Shoot pairs at a 3/4 angle to show silhouette and sole
  • Include a detail shot: welt stitching, toe cap, heel construction
  • Show multiple colorways side by side for variant clarity
  • Consistent lighting across all SKUs — same light position, same distance

Don't

  • Shoot on colored or patterned backgrounds
  • Over-retouch — small scuffs and texture are part of the product
  • Crop out the sole — it's a key selling point for work boots
  • Shoot at eye level; slight elevation shows the whole silhouette better

Recommended Shot List — Standard 6 Shots

#1: Hero — Clean Studio
3/4 angle, white or off-white background. Full silhouette — toe, shaft, heel, and sole all visible. PNG preferred for clean edge. Required for Amazon main image (pure white bg #FFFFFF, no props, no text).
Shot 1 example
#2: Comfort Cross-Section
Exploded sole diagram showing layers top to bottom: breathable foam insole, additional heel support, rubber shock absorption midsole, anti-slip rubber outsole. "DAY-LONG COMFORT" headline. Tough As Ever Guarantee banner at bottom. Infographic format on grey bg.
Shot 2 example
#3: Waterproof / Key Feature Callout
Side profile on grey bg with dot callouts. "WATERPROOF TECHNOLOGY" headline. Callouts: 4-layer waterproofing (membrane, bootie, glue, stitching), insulated lining. For non-waterproof models, substitute with the product's primary differentiating feature.
Shot 3 example
#4: Safety / Protection Callout
Steel toe models: extreme close-up of toe box with X-ray/cutaway overlay showing steel insert. "STEEL TOE" headline. ASTM F2413-18 M/I/C compliance callout. Non-steel-toe models: substitute with outsole tread close-up or moc-toe stitching detail.
Shot 4 example
#5: Non-Slip / Lifestyle Action Hybrid
Worker in motion on a real job site — warehouse floor, concrete, gravel. Low angle, boot in the foreground. "NON-SLIP" headline overlay. Small circular inset in corner showing outsole tread pattern close-up. Combines lifestyle context with feature callout.
Shot 5 example
#6: Construction Details Grid
5-panel close-up grid on grey bg. Standard panels: Genuine Leather (upper texture), Waterproof (water beading on leather), Pull Tabs (heel pull detail), Steel Shank (cross-section), Reinforced Stitching (welt close-up). Each panel has caption title + one-line description.
Shot 6 example

Note: Current catalog is inconsistent — Rhino follows this infographic sequence; Miner, Tank, Ultra Dry, and Weldor use a lifestyle-forward approach (hero + colorways + 4–5 on-site lifestyle shots). Standardize all future SKUs to this 6-shot format; add lifestyle shots as #7+ rather than replacing infographic shots.

Lifestyle & On the Job

Do

  • Real job sites — concrete, mud, gravel, sawdust, grass
  • Real workers: diverse, weathered hands, work-worn clothing
  • Show the boot in context — mid-stride, climbing a ladder, steel toe forward
  • Ground-level and low-angle shots make boots the hero
  • Capture the end of the day: a tired crew, dirty boots, the sense of a job done
  • Natural or overcast outdoor light — warm golden hour when possible

Don't

  • Use models who look like they've never worked a job site in their life
  • Stage overly clean or "magazine" environments
  • Shoot the person's face as the hero — the boot is the subject
  • Use cool, blue-toned color grading — everything should feel warm and earthy
  • Include branded workwear unless it's a collaboration — keep branding subtle

Lifestyle Reference

Ultra Dry on subfloor stairs Miner — tying laces in workshop Tank — worker on break Ultra Dry Tall — construction site Tank — boots on CAT excavator
Color & Tone

Do

  • Warm, earthy tones — browns, tans, amber, khaki, raw leather
  • True-to-life color — the boot should look exactly as it arrives
  • Slightly warm white balance indoors; natural balance outdoors
  • Embrace grain and texture — don't over-smooth in post

Don't

  • Heavy Instagram presets or moody desaturation
  • Cool or teal color grading — nothing should feel cold
  • Over-sharpen edges or add clarity/texture sliders in excess
  • Manipulate product color — brown boots must look brown, not orange

Photo Specs

Product Listings

  • Shopify: 3:4, optimal 2048×2730px. Max 20MB, aim for 100–300KB.
  • Amazon: 1:1 required for main image, min 1000px on longest side. Pure white background (#FFFFFF). No watermarks, no props on main shot.
  • File format: JPEG (preferred) or PNG, sRGB color space
  • Color-calibrated against a ColorChecker reference card

Shopify Site

  • Hero: 2560×1440px desktop, 800×1200px mobile
  • Banner: 2048×1024px, up to 2500px wide for full-bleed
  • Thumbnails: 600×600px, 1:1 (Retina-ready)
  • Optimal file size: 100–500KB. Max 20MB.

Social Media

  • Instagram Feed: 4:5 preferred, 1080×1350px. Grid now displays 3:4.
  • Instagram Reels / TikTok: 9:16, 1080×1920px. Leave bottom 1/5 clear for captions.
  • TikTok video: MP4 preferred (H.264, AAC), max 287MB (iOS).
  • Facebook: 1:1 for feed posts, 1200×628px for link shares.

Amazon A+ Content

  • Module images: 970×600px or 300×300px depending on layout
  • Brand Story header: 1464×600px
  • Comparison chart: max 5 products, 250×250px per image
  • No hard minimum, but min 72 DPI. Recommended 150–300 DPI.
11 — Social Media Direction
12 — Content Pillars
01
From Heel to Toe
Detail shots of boot construction, stress tests, craftsmanship. Show the work that goes into the boot before it ever hits a job site.
Detailed · Meticulous · Quality
02
On the Job
Real workers in real conditions. Mud, sparks, dust, rain. Everboots at work in all terrains — making workers feel badass for being part of the family.
Gritty · Tough · Dirty
03
Off the Clock
Weekend warriors, family, the outdoors. Everboots don't clock out. Hikes, home projects, yard work — balance the toughness with heart.
Recreational · Supportive · Active
04
Made for Makers
Customer UGC and DIY project features. Submit your best handiwork, get a shout-out. Makers support makers. Local craftsmen, contractors, creators.
Uplifting · DIY · Community
05
Site Manager
Spotlight series. Intro (name, hometown, years of experience), pro tips, boot recommendation, crew philosophy. Testimonial in human form.
Spotlight · Safety · Testimonial
EVERBOOTS
Brand Guidelines · 88 Venture Studio
Source: 2022 Brand Guide + 2025 Collab Guide
everboots.com