Boston.
Included
Brand strategy / Brand architecture / Brand messaging / Packages design / Stationery design / UX/UI / Physical space / Visual identity / Graphic and digital production
The client
The shoe care company, Boston, has a rich history dating all the way back to 1882, with its official founding in 1911. Hailing from the heart of Boston, USA, their journey began with a simple yet highly effective shoe-polishing and blackening cream. Today, the shoe care industry often presents a neutral, outdated, and lackluster communication style. However, there's a remarkable opportunity for brands to reconnect with their audience and effectively engage today's consumers through improved marketing and packaging design. Being the pioneer that adapts first will gain a significant edge over competitors.
The work
To make the product range more understandable, we've introduced a numbering system. Each product falls into one of three categories: 1 for cleaning, 2 for care, and 3 for protection. This not only simplifies the shopping experience for customers but also underscores that shoe care is a multi-step process. To achieve the best results, you'll need a 1a, a 2a, and a 3a product.
Furthermore, to cater to the variety of products and the materials they serve, we've divided our range into two sections: black and white. The white section is for products suitable for various materials like textiles, suede, and nubuck, while the black section is tailored for leather. Both sections are organized into one, two, and three categories, each offering a similar range of products.
As part of our efforts to streamline and simplify, we've scrutinized every design element to ensure it serves a purpose. With the logo, we've emphasized our company's values by giving more prominence to our slogan. Instead of "Shoe care since 1911," we've shortened it to "ETABL. 1911". The word "BOSTON" has been crafted using the Bodoni XT typeface with fine-tuned adjustments to enhance its form and legibility.
Our logo is adaptable, designed to work equally well on both black packaging and labels, as well as in embroidery, and more. For text communications, we've chosen two typefaces: DIN in two weights, Regular and Bold, and Bodoni XT.
In conclusion, Boston, a company with deep roots and a commitment to shoe care since 1911, is taking a bold step towards the future. With a renewed focus on design, clarity, and customer convenience, we aim to provide you with the best products to care for your shoes, ensuring they look their best for years to come.Bodoni XT is a twist on the classic Bodoni serif typeface, originally crafted in the late 18th century by Giambattista Bodoni, who dedicated nearly his entire life to its creation. This typeface belongs to the Didon group, known for its striking difference between thin and thick lines. Bodoni XT serves as the foundation for the logo and numbers.
DIN, a sans-serif typeface designed in Germany during the early 20th century, is an abbreviation of "Deutsches Institut für Normung," which translates to Germany's standardization organization in English. DIN became a standard choice for road signs, license plates, and house numbers. In Boston's new graphic profile, DIN is employed for informational texts because of its factual, straightforward, and easy-to-read style. Unlike other sans-serif fonts like Helvetica or Arial, DIN is relatively narrow, which helps save space.
When it comes to the visual style, we've focused on what appeals to our target audience. We've chosen motifs that highlight history and traditional craftsmanship. Handcrafted items created using traditional techniques represent authenticity and exclusivity in today's society. The photographs aim to convey this feeling, often taking close-up shots. The motifs range from tools and leather shoes to various methods of sewing and shoe care. They all share the common thread of showcasing craftsmanship and tradition through individual moments. These images also reinforce the sense of care and precision.
This thesis was a collaborative effort with Fredrik Back, Camilla Wallentin, Bettina Leckborn, and me.