#56 LL Bean

Country: United States

Industry: Retail

About: L.L.Bean is an American privately-held retail company that was founded in 1912 by Leon Leonwood Bean. The company, headquartered in the place in which it was founded, in Freeport, Maine, specializes in clothing and outdoor recreation equipment. The company began as a one-room operation selling a single product, the Maine Hunting Show, also known as duck boots and later as Bean Boots.

Belief: We believe the more time you spend outside together, the better. That’s why we design products that make it easier to take longer walks, have deeper talks and never worry about the weather. It’s like our founder always said – being outside brings out the best in us.

Words: outdoor, historic, leather

Strategy: combine the letter “B” of Bean with the shape and lines of the bean boots → creating a timeless symbol for this historic outdoor Brand.