Adding a new shine for a legacy shoe care identity.
Art Direction, Logo Design, Branding Concepts
Sof Sole has been a flagship brand for Implus for nearly 15 years and has had major distribution within several of the largest big box retailers across the country. To remain competitive in the market place Implus HQ decided to refresh the logo and assigned all designers within the company to submit concepts.
I started with identifying the numerous ways the current identity is heavily featured on packaging, products and marketing. After a handful of variations I believe my was chosen because of the modernize simplicity that also retained the original’s sense of fluid motion.