Research, Strategy, Naming, Verbal Identity, Logo, Visual Identity, Product Design, Retail Design, Packaging
so.si began with research into how brazilian women choose, buy and wear shoes. interviews and observation revealed a desire for comfort, beauty and independence that conventional footwear did not always accommodate. the opportunity extended across the business, connecting production, shopping and use around a shoe that could adapt to different foot shapes and everyday situations.
prototypes led to a design combining elastic materials with a rigid, segmented sole, allowing the shoe to adjust in width and height while requiring fifty percent fewer moulds. the name, drawn from "sociable", and a gestural logo express an urban, plural personality. a coral-led palette connects the product to its wider identity, carried through packaging, digital communication and retail in a coordinated experience.
credits
chief creative officer
leonardo massarelli
research and strategy
gabriela oliveira
rafael oliveira
naming
gabriela oliveira
verbal identity
rafael oliveira
head of design
lucas costa
graphic design
rodrigo santos
andrea kulpas
product design
eduardo egydio
rafael lourenço
retail design
anderson koyama
rodrigo santos