The safety footwear industry is evolving, and Exena is rising to the challenge with an ambitious rebranding that brings a new standard of safety, comfort and design.
With a legacy of over 50 years, the Italian brand continues to innovate – this time under a new slogan: safety runs.
From italian origins to a new horizon
Founded in the 1970s in the Marche region of Italy, Exena began its journey in a field that, at the time, was not yet fully explored – protective footwear. With a clear vision and inspiration drawn from Italian urban design, the founders set out to create work footwear that protects, looks good and stands the test of time.
Today, with over 50 years of experience, Exena remains a major name in the global protective footwear market, and the rebranding in 2024 comes as a natural step in this ongoing evolution.
From ce a rebranding? O lume neggs, noi challenges
Exena understood that in the protective footwear industry, a strictly functional product is not enough – consumers are looking for products that combine safety with design and innovation.
The objective of the rebranding was clear: To differentiate Exena in a saturated market by bringing a new breath of fresh air through modern design and innovative technologies.
- To create a premium identity, positioning the brand closer to the luxury segment of protective equipment.
- To deliver a powerful visual and emotional experience, reinforcing Exena’s image as a leader in protective footwear.
Concept “Crossing/intersection/X” – footwear de protective is meets with world fashion
Exena’s transformation started at the intersection of safety and design, perfectly illustrated by the X that represents the brand today.
Traditionally, protective footwear has been perceived strictly as a necessary piece of equipment, a technical product with no concern for visual appearance. Exena changes this perspective, demonstrating that safety does not have to be equated with rigidity and lack of style. The X thus represents the intersection between technical innovation and modern design, between industrial protection and influences from the world of fashion and luxury.
This concept is reflected in every detail of the new branding – from the minimalist visuals to the new logo and the powerful slogan “Safety Runs”.
A new logo, a new identity
In center rebranding Exena see find a new logo, modern and minimalist, central vision from viitor a brand. Designed to fi versatiletimeless and balanced between elegance and functionality, logo-ul reflects accuracy and refinement which define Exena in present. Point final is a symbol Strong at stabilityal position Exena ca reper in industry and at opening to us horizons.
Slogan “Safety Runs” – Safety in mon the move
Slogan “Safety Runs” reflects perfect new identity Exena via combining the idea from siguranță absolute with dynamism and development. Safety no is static, there a process activwhich must to Keep keep up with requirements modern ale professionals. Safety Runs“, Exena forward that safety is always in action, just like people which poartă products dirty. In-o industry where standards must outdatedNo only respected, this slogan becomes a manifesto to innovation continue, al a brand that does not only provides protection, ci o redefines.
What follows for Exena? Plans by future for a brand in ongoing expanding brand
Rebranding is a long-term vision. Exena aims to revolutionize the protective footwear industry by constantly improving the technology used for design and production. Here are just some of Exena’s future plans:
- Exena.green – sustainability project exploring eco-friendly materials and innovative solutions.
- Digitalization and automation – for a more efficient relationship with customers and partners.
- Global expansion – with a new headquarters in Italy and a growing presence in international markets.
With Exena, you run to future
Today, Exena is not just a safety brand, but an industry benchmark. With a new design, a new message and a clear vision, Exena is redefining expectations and setting new standards.
Safety, a necessity in the workplace, just got more interesting. And Exena is here to prove it.
📢 Discover the new Exena ranges, created in line with the new vision: Exena Marathon, Exena Electrical, Exena Raptor.