Global design agency Sheridan&Co unveils LOOP, a new concept shoe design for the millennial market that lets wearers customize their look with different colored shoelaces. The brand identity, with its black-on-white hand drawn illustrations, echoes the simplicity of the shoe. The exaggerated looped shoelace composition provides embellishment and makes the laces the hero of the product presentation. The tubular packaging contains a tray, colored the same as the shoelace it presents and holding the shoes, which slides easily out of the tube. The shoelace pod lids and the long handle of the tube introduce color to the palette, and after the shoes have been removed, the box doubles up as a yoga matt carrier.