When Birkenstock saw the need to bring their brand attributes to a new generation, it was up to fuseproject to create a strategy that would not betray the Birkenstock heritage. In conceptualizing Footprints: The Architect Collection, Birkenstock wanted to bring their key brand attributes of comfort, green design, recyclability and sustainable manufacturing to a new generation. The challenge was to create a new collection of shoes and accompanying branding strategy that would appeal to a specific new consumer, the urbanite, without betraying Birkenstock's heritage. fuseproject did this in a slick, clean, organic and simple way using their new "Footprints" logo on their packaging, point-of-purchase and collateral materials which serves to distinguish the Footprints line without alienating the Birkenstock tradition.
"Birkenstock's design strategy creates appropriate continuity, extending their product's unique design character on multiple levels of customer interaction and enhancing their company's reputation through product value and distinctiveness. In a time when products get lost in messy, overly muddled branding philosophies-Boom! -it is good design straight on." Gordon Bruce, IDSA, Owner, Gordon Bruce Design LLC
Contact: Catherine O'Connor,