THE DESIGN SOLUTION
Inside Out Design
For the Footprints collection, a story developed around the elements that make traditional Birkenstocks unique and interesting. It was important the customer understand how much effort Birkenstock puts into the conceptualization and design of its shoes. We also wanted to express Birkenstock's traditional values of comfort, craftsmanship and green design and we had to do all this while appealing to the particular taste of the intended customer - the urbanite.
The key was to design from the inside out: We started by redesigning Birkenstock's trademark recycled cork and natural latex insole, then reshaping the fit and, finally, adding biodegradable gels. For the outside we devised a lighter, more elegant
aesthetic introducing streamlined details and vegetable-died leathers.
The brand strategy needed to express the convergence of these values as well. The Footprints' logo represents a fluid continuum, simply expressing the circular element of Birkenstock's ecological product and the company's principles. It also reflects the urban attitude of the new Footprints line: slick, clean, organic and simple. The new logo appears on all Footprints' products, packaging, point-of-purchase displays and collateral materials. It distinguishes the Footprints line without alienating the Birkenstock tradition.