THE CLIENT
Forever Soles prioritises comfort, style and versatility so that every bride can enjoy their wedding day and dance the night away without having to worry about sore feet. Their shoes and accessories are designed to enhance your natural beauty, giving you the freedom to be uniquely you as you celebrate finding your ‘forever soul’.
KEY SERVICES
Brand Identity
BRAND IDENTITY DIRECTION
For Forever Soles rebrand, our aim was to create a brand identity that felt distinctly romantic and whimsical. In particular we were inspired by elegant typography in old literature, dreamy ‘Romeo and Juliet’ style symbolism and ethereal, nature-inspired colour palettes. The design decisions we made needed to communicate that Forever Soles shoes are handcrafted to last, are comfortable and stylish. One way we achieved this is through clever copy, such as the tagline ‘tread lightly’ - which has a double meaning: you tread lightly as if walking on clouds when you wear Forever Soles shoes, but you also tread lightly in terms of your environmental footprint; as these shoes are made-by-hand in an environmentally-conscious way.
THE LOGOS
A traditional uppercase serif font has been chosen for the primary logo typeface for its elegant, established feel. The slightly imperfect, organic details in the lettering ensure the logo has plenty of character; an ode to the handmade quality of Forever Soles shoes. The tails of the ‘R’ letters have been individually customised to appear dramatic and elongated, similar to the shape of a high heeled shoe. The whimsical qualities of these letters are inspired by the embellished, drop-cap letterforms often found in fairytale stories.
