SKECHERS RELAXED FIT
A New Look and Feel
Refreshing the Relaxed Fit Brand
Skechers recently became the number two seller of shoes in the United States. However, the Relaxed Fit brand is losing market share. To revive the brand, I propose a strategic approach with a new identity system. The new graphic identity can help Skechers find the right target market and connect with them.
01 Research – Deconstructing the brand values
Doubling Down on the Emerging Market
I had to diagnose the existing branding and strategize around a new target market. Guided by a designer from Skechers, we deconstructed the current brand values and the target market.
Currently, the Relaxed Fit brand is struggling to acquire new customers. This is because the logo, typography and colors are outdated and unappealing to younger people. I conducted a market segmentation analysis to find the group of people that best aligned with the Relaxed Fit offering, so that I could tailor the graphic elements towards them.
02 Strategy – Targeting a lead user
03 Design – The logo lockup
04 Design – The logomark
05 Design – Packaging
Extending the Brand Identity
The new Relaxed Fit lockup and logomark are versatile elements to bolster packaging and in-store displays. Extending the elements over many customer interaction points is key for visibility and adoption.
For expanding the identity, I started closest to the product and designed the shoe box packaging and hang tag. The shoe box application is designed to be minimal as a standalone, and look eye-catching when arranged en masse. With lots of white space and an unique magnetic folding top, it has a premium feel versus the standard shoe box. When arranged on a shelf, the logomark creates an eye catching pattern.
06 Design – In-store displays
