When shoe company Bronx undertook an ambitious rebranding, packaging was center stage. The refresh centered on the tagline “So today”, from the insight (obvious to some) that there is a different shoe for every day, and every mood. White boxes are decorated with swirled illustrations originally done with a ballpoint pen. Each of eight boxes shares a clever, tongue-in-cheek statement that ties back to the “So today” positioning: “Using this box for keeping love letters is so today.” Boxes were a hit with retailers, and some even took it upon themselves to arrange them in impromptu displays.
Package design and brand identity: THEY, www.they.nl