Empowering individuality

Shoes & Sox is an established kids’ footwear retailer deeply trusted by parents for their expert fitting service. Housing many brands, and in need of an updated visual identity, we were tasked to reposition the retailer as the place you go for sensible school shoes and fun shoes. We helped them prove that being fit experts and being fun and cool aren’t mutually exclusive.

The Shoes & Sox brand needed to feel more modern and desirable with new audiences, especially millennial parents and increasingly image-conscious Gen Alpha kids. They also faced a communication challenge—how could they deliver layered messaging without shouting about everything all at once, and having any point be lost in the noise?

Through an in-depth strategic workshop, we uncovered a number of insights, including the fact that once customers experience their exceptional in-store service, they convert for life. Central to their repositioning was expanding the definition of ‘the perfect fit’ to encompass more than just shoe size. It became about shoes that fit your kid’s feet, but also their personality, their adventures, and the family budget. We crystallised their role as an ally for parents and champion for kids in the development of both growth and identity, celebrating the idea that every kid is unique and deserves a pair of shoes that expresses who they are.

We developed an energetic visual identity, and a distinct typographic language and tone of voice to create a tiered messaging system. A suite of shapes, colours and characters, along with refreshed imagery, that celebrates individuality while maintaining flexibility across all touch-points, including their Back to School campaign, which debuted the new identity.

The rebrand transforms Shoes & Sox from the sensible choice into the exciting one—the go-to destination where expertise meets personality. Their core strength evolved from a purely functional benefit to an emotional connection—proving that being the best at what you do can also be the coolest thing about you.