Helm
Brief
Develop a brand for an athletic shoe company that produces fashionable athletic wear. The brand may develop other products in the future but the focus will be on the launch of a shoe to start.
Concept
My concept is to imagine what "sneakerheads" in the teens/young adult age group would want to wear in an office workplace setting 5-10 years down the line. The aesthetic will be modern corporate with a streetwear/techwear influence. The product uses materials such as suede, mesh and leather, in combination with a soft yet durable cushioning technology.
Brand Development
Target Market
60,000+ Income
Single or dating
Fashion conscious
Age 25-35
Urbanite
Semi-formal
Brand Essence & Personality
The brand essence is streetwear for the workplace. By using high quality materials with a focus on comfort, the brand takes all that makes an athletic shoe comfortable and frames it in a package you would want to wear to work daily.
The Personality is; Contemporary, Premium, Sophisticated, Quirky, Comfortable, Stylish
Logo Development
Chosen Final Concepts
Both Final Concepts
Refined Chosen Logo
Applications
Posters
Animation
Shoe Box
This is a proof-of-concept for what a shoe box may look like. With a see-through panel, pull tab, and stacking pattern design, the box will stand out in any retail space.
Bags
