Graphic/Motion Designer
BRANDING | PACKAGING
Shespire is a women’s walking shoe brand designed with a packing for the shoes as well as branded collateral. The word Shespire symbolize powerful women that inspire others.
For this shoe concept, I researched the market and selected 4 women’s shoe brands with different USP. After analyzing the market positioning of these 4 brands, and the needs of 4 different personas, I tracked the opportunity zones and decided that the opportunity for a new product lay in the Artistic category. So the design direction would be long-lasting, emotional appeal, value addition, and so on.
I decided on a bright, striking color palette based on the self-portrait of the famous artist Tamara De Lempicka. I made several iterations of the logo design in different fonts that I felt were favorable for the brand. I finally decided on a stylized version of the typeface Museo 500, since it looked strong and simple. I based all the packaging and the design on the shoes on simple shapes in light green with a surprise pop of red which gave it a bold look. The simple shapes make the design look bold and inspiring. I did not want to use traditionally feminine colors for this brand since I do not feel any color should be associated with gender and this will help the brand stand out among the competition.
The packaging reflects the idea behind the name of the brand. The packaging consists of a shopping bag. Inside the bag are two boxes, one consists of the shoes, and the other one holds four add on collateral to the shoes- namely a shoe stretch spray, a mini foot roller, a small pepper spray, and reflective speed laces.
The collateral box is a uniquely constructed box where there are separate compartments for each item. All the items in this package have a label with the logo. I used screen printing to print the logo on the shoes and the inner soles. I also included a travel pouch and a pair of socks with this package. I added the logo on these items also using the screen printing technique.