once a classic, always a classic

Classic brands aren’t born, they’re built. With 100+ years of history, we knew Turtles had staying power but consumers were beginning to see it as old-fashioned. To help regain its leadership position, S² set out to identify the brand’s key points of differentiation: its broad appeal and long-standing reputation of quality. Updating and contemporizing Turtle’s visual equities increased its premium perception, keeping it a class act at 100 years young.