Take a walk on the bright side.
In the mid 1990’s, Hush Puppies reintroduced casual cool to America’s streets and closets. Today, the 90’s are retro and retro is in. Hush Puppies however, wasn’t fully along for the ride. So we had to take full advantage of this and honor the brand’s timeless styles—to go beyond just being trendy and claim renewable cultural space in the market. This meant not only introducing new styles and a fresh visual identity, but also championing its innovative technology, embracing a glass-half-full optimism, and fostering the idea that when your feet feel better, you will too.
- Brand Positioning
- Visual Identity System
- Photography Art Direction
- Brand System Guidelines
- Packaging System
- Print Collateral
The visual identity and system we’ve built provides flexibility, with numerous elements that can be adapted to a variety of use cases and scales. This includes full bleed photography juxtaposed against bright color-block framing. By using vibrant imagery and color intermingled with bold, black headlines on high contrast white backgrounds, we can create texture and tell broader stories. The freshness and timelessness of this approach bolsters Hush Puppies’ positioning while delighting at every turn.
The key to reintroducing casual cool was a fresh approach to classic storytelling and a healthy dash of optimism.