Homefuse project

In conceptualizing a strategy of product diversification for Birkenstock's Footprints, we wanted to bring Birkenstock's key brand attributes of comfort, green design, recyclability and sustainable manufacturing to a new generation. The new sub-brand development for Birkenstock included designing the product, packaging, name, branding, logo and in-store display. The challenge was to create a new collection of shoes that would appeal to a specific new consumer "the urbanite" without betraying the brand's heritage. The product is designed from the inside out: The "inside" design started from the redesign of Birkenstock's trademark recycled cork and natural latex insole, then reshaping the fit and, finally, adding biodegradable gels. It continued on the "outside" with a lighter, elegant, and recognizable geometry as well as new signature materials such as vegetable-died leathers. <<