Florsheim Kids Identity & Branding
When Florsheim wanted to break into kids’ shoes, they turned to us to build a new brand for a younger generation of smart, hip boys who have their own sense of style. But first we had to figure out who the Florsheim Kid was. After an in-depth brand study, we gave him a creative and independent voice. The visual branding package we developed reflects this fashion-forward and irreverent attitude in a well-crafted shoe. The first year’s sales were a runaway success, and several styles sold out in pre-season orders. Less than two years after the brand was started, the styles developed for the edgier kids’ brand have been adopted by the adult Florsheim brand. Fashion has never worked this way before. In a business where boys’ shoes are typically miniaturized men’s styles, Florsheim Kids is now leading the way.
We directed our own lifestyle shoots in collaboration with our photographer, Chris Hynes.