Research, Strategy, Naming, Verbal Identity, Logo, Visual Identity, Product Design, Retail Design
so.si began with research into how brazilian women choose and wear shoes throughout their day. the findings connected a desire for personality and beauty with the need for comfort, independence and ease, shaping both a new product and a new business concept.
an adjustable structure combined elastic materials with a firmer sole to accommodate different foot shapes. the same idea of ease informed the name, gestural logo, soft palette and brand language. the work extended into packaging, communication, the website and the point of sale, supported by a shared brandbook. research, strategy, product and graphic design came together to make the experience coherent from the shoe itself to the way it was presented.
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