This project aimed to produce all the basic branding and packaging materials required for the opening of a theoretical men’s shoe company in Australia. In order to add an additional challenge to this project, the brand name was produced by a random word generator. This mimicked the experience of working with a small business that has come up with a business name without any deeper meaning or thought to how it relates to their product or brand.
This project required a complete brand identity that instilled a sense of desire in its audience, through its various branding touchpoints. These touchpoints being the shoe packaging, display tags, and a reusable canvas bag.
In order to compete with the industry juggernauts, such as Nike and Adidas, I aimed to produce a brand identity that was both affordable in cost and premium in aesthetic appeal. This lead to the black and silver colour scheme used throughout the brand. These colours being the most used in the limited and exclusive product runs for both Nike and Adidas.
The final three touchpoint outcomes are as shown, with the canvas bag above, the display tags to the right, and the complete shoebox design below. In order to ensure consistency, across all of these touchpoints and the great brand as a whole, a complete branding campaign, and style guide were also created, linked below.
These elements were designed not only to work as a cohesive unit together but also as highly recognisable individual products. This approach has allowed the brand to take on its own unique identity. With even the simple brushstroke, used across each of the touchpoints, becoming iconic and identifiable in its own right.
Creating a clean well laid out design, that on the surface appears messy and chaotic, can be a challenge for even the most experienced designers. However, these final outcomes capture this controlled chaos perfectly, displaying both the intent and passion behind their rough and wore designs.
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