Men's Sole Revival

Context

Heritage shoe-care. A category that telegraphs leather aprons and wax tins, run by a studio with modern e-commerce ambitions to match. The brief: a visual identity that carries the credibility, the ambition, and the craft story all at once.

Approach

Audited the existing brand, rebuilt the type and color system, and tested three directions before landing. The clinical direction read cold against the heritage cues. The sales-heavy direction read like a Shopify template with a wax-tin overlay. The editorial direction held both: the artifact-quality photography that heritage shoe-care earns, and the conversion logic e-commerce needs.

Designed to test

A heritage shoe-care brand system covering color, type, voice, packaging cues, and editorial layout. Built to feel decades-old and still legible on mobile.

What good looks like

Good looks like: the wordmark sits comfortably on a wax-tin label and on a 5K e-commerce hero. The brand carries from a stitched-leather product card to a longform editorial without a seam. Type and color hold their register from packaging to homepage. The voice on the bottle is the voice on the site.

Live site