Sole is a conceptual brand project. A line of footwear that incorporates interchangeable soles for various purposes. Industrial elegance: where simplicity and function meet aesthetic appeal.
There are four different shoe bodies: work boot, hiking boot, sport shoe, and casual shoe. The different soles attach to the body via a sturdy clip mechanism that allows for quick and easy changing while still being rugged and weatherproof.
The packages for Sole shoes are made of a smooth, matte, soft-touch rubber material in a casing that represents the brand themes through it’s form. The two halves of the case come apart in a way that is reminiscent of the clip mechanism used in the shoes themselves and carries on the “infinity” symbol motif.
The poster campaign is intentionally vague as it’s supposed to make the audience curious enough to search for and discover the product. This emphasizes the unique quality of the brand and gives the audience a sense of ownership over the product because they were able to seek it out.