Challenge

Adelante Shoe Co. is a leather footwear company that sells top-of-the-line, customizable, 100% fine leather shoes handmade by Guatemalan artisans. Adelante believes in the power of business to drive positive change. Customers enjoy a holistic shoe-buying experience that connects them directly to the cobblers, and the cobblers enjoy a fair and ethical compensation at the Living Well Line that enables social mobility.

Since early January 2017, Adelante Shoe Co. has been growing quickly. They purchased equipment and already officially began shoe production that February. In March, they announced new products. All Adelante’s products are marketed according to the Adelante brand: authentic, adventurous, bold, and conscientious. Yet as Adelante grows, expands its products, and reaches new audiences, it’s vital that it maintains consistency with its brand.

  • Growing company in need of branded collateral for new products

Strategy

The new products on which I worked included a Leather Cleaner, restorative Leather Cream, and a Waterproofing Spray. Adelante obtained a production-ready template but this template didn’t match their aesthetic. Beyond the obvious mismatching fonts and colors, the template was generic, muted, and vintage compared to Adelante’s unique, vibrant, and modern look. The Adelante-branded designs also needed to be clean and easy to read even at small sizes.

Before & After

Results

  • Standardized image and brand consistency across print packaging
  • Labels should encounter no reproduction problems
  • Editable and infinitely scalable graphics for long-term durability
Case study: Adelante Shoe Co. Initial packaging design sketches.
Case study: Adelante Shoe Co. Packaging label design for a leather spot cleaner.
Case study: Adelante Shoe Co. Packaging label design proposals, before color.