Brief
A rebrand for the British boot company Solovair, made to modernize their identity, better appealing to their target audience, while remaining true to the company's core values.
Process
The project began with extensive research into Solovair's audience and how to best approach a redesign. I identified two primary target audiences for the brand - first, a counterculture and alternative younger generation, who care about their sense of style and dress alternatively, and are politically and socially conscious. The second primary demographic is an older generation of blue-collar workers who want a reliable, sturdy boot that they will be able to use for a long time.
With the knowledge gained from research, I was able to craft an identity that aligned with the brand's audience. I aimed to create an identity that felt modern, without straying too far from the brand’s current messaging. I created a new logo and lockup, color palette, typography system, and visual elements.
The final logo displays the craftsmanship put into the shoes, and the color palette and type system further evoke this, being both modern and bold as well as refined and historical.
