PHASE I - GET TO THE CORE VALUES
As with any new client and brand we want to dive deep and get to the core of the business before we start building the brand. With Powdered Ones, we came to these core values of the company to produce a mission statement that can be our north star of the project.
POWDERED ONES provides DRYNESS to SOCK-LESS customers in a PERSONABLE environment with a CLEAN voice.
Helping them feel HAPPY and IMPORTANT in a CREATIVE way.
PHASE II - Taking A DIRECTION
Still working with the client on discovery and determining the audience, we pushed forward on what directions we wanted to take. The focus was adults ages 20-35 who are active both athletically and socially, but also consider that it can appeal to youth. At this time, the product hasn't been tested on kids, so we want to avoid any potential problems. In the beginning we based each direction off of a certain type of shoe which showcased a certain lifestyle and feeling of the sockless market.
DIRECTION 1 - BOAT SHOES
CLEAN • HAPPY • DRY • FRESH
Embracing the lifestyle of ACTIVE LEISURE. Time to grab your shoes and go. Either for a stroll on the beach, in the park, walking the dog on a nice day, to boarding a boat. All the while feeling fresh and confident.
Boat shoe wearers are moderately active, care about appearance, clean lifestyle, nautical, appreciators of quality craftsmanship.
This direction will showcase the clean and fresh natural ingredients which forms the color palette, with use crisp typography, clean lines, and an open feel.
DIRECTION 2 - ACTIVE SHOE
ACTIVE • FUN • MOVEMENT
Aiming at the active, happy, stylish person that wants to play a couple of sets on the court, hit a bucket of balls at the range, pump some iron, or run a lap or two. While not going after the hard core athlete where going without socks can hurt their performance.
Goal is to have a get up and go attitude with this direction. This look will lean towards angular, linear and has more structured weight to it. Which emphasizes athletic, fun, and movement. The colors will be bright and contrasting which focus on energy.
DIRECTION 3 - STYLISH BUSINESS SHOE
BUSINESS • MODERN • STYLE • FLAIR
LOOKING STYLISH WITHOUT A SMELLY $500 LOAFER. The third concept focuses on the professional shoe wearer. Pulling off the sockless look is difficult, but it's important to the stylish. They don't want to ruin their expensive shoes with foot odor and sweat. The person is typically with style, cares about appearance and has a little flair.
This style will have flamboyant and modern typography but keeping it professional. With a focus on business, the colors will be subdued and earthy, yet strong.
PHASE III - BRINGING IT TO LIFE
Working with the client we came to a conclusion, that the active market was the right choice. We pursued around this direction and showed different avenues on how it can be brought to life. We built three different programs that showed different and unique styles. One was more of a racket club feel, the other was more athletic and action focused, and one in between. The one in between was chosen as it promotes a fresh, clean, and healthy foot lifestyle. There's still nice movement in the P-1 monogram holds which holds the open and slanted Powdered Ones word mark. The bevel in the logo is continued with this version, but has a nice soft curve to it. The color palette uses nice powdered blues with has a soft and clean feel.