Soultouch | Branding is the Soul of Business
Meet SOULTOUCH, a company proudly declaring itself as “a different kind of footwear company that embraces movement, change, and being unique.” To align their brand image with their statement, SOULTOUCH decided to embark on a rebranding journey.
How did SOULTOUCH achieve this transformation? Let's find out...
CLIENT
Ritesh Kaul, India
DELIVERABLES
Art Direction, Branding & Brand Identity, Packaging Design
YEAR
2021
ROLE
Graphic Designer
Problem
SOULTOUCH’s primary challenge was the need for branding to represent expansion beyond its existing range of footwear while communicating a message of comfort, style, and uniqueness. Additionally, they desired a brand that resonated with a younger demographic while retaining their existing customer base. However, defining the specific elements and design choices to communicate these qualities posed a challenge, requiring thoughtful consideration of design and messaging to strike the right balance between modernity and familiarity.
Solution
Our goal was to achieve a crafted a comprehensive branding strategy that encompassed all aspects of their desired image. This involved creating a visually striking logo by merging sleek, contemporary elements with familiar imagery. We also incorporating subtle typography to enhance the brand's adaptability. The packaging was meticulously designed with compelling messaging, showcasing the distinctive features and benefits of their footwear while underscoring the brand's commitment to quality and customer satisfaction. This approach ensured that every facet of the brand echoed its tagline, making SOULTOUCH truly "Joyously Different".
Extending the brand image beyond footwear, we undertook the design of clothing for SOULTOUCH's sales team, envisioning a cohesive and polished appearance for future interactions with customers. The strategic integration of brand elements into the clothing ensures that the sales team becomes walking ambassadors, embodying the essence of SOULTOUCH. Additionally, the design process extended to crafting distinctive shopping bags that serve as portable reflections of the brand's identity.
Focused on accessibility, the redesigned website seamlessly adapts to screens of all sizes, ensuring a user-friendly experience across devices. The cohesive and attractive theme of comfort aligns with the brand identity, creating a visual continuum that resonates with SOULTOUCH's essence. Simultaneously, the brand's social media presence received a strategic facelift, with content and aesthetics synchronised to maintain a unified brand image.
Embracing a minimalistic approach, the packaging design seamlessly aligned with SOULTOUCH's overarching brand image. The box's exterior exuded simplicity, emphasising the brand's reputation, while the interior carried forward the visual narrative. Notably, the packaging prominently featured the brand's tagline, "Joyously Different," serving as a powerful and memorable reinforcement of SOULTOUCH's distinctive identity. This thoughtful integration of design, both inside and out, elevated the unboxing experience to an extension of the brand story, leaving a lasting impression that resonated with customers long after the initial purchase.
Deliberate in its simplicity yet visually enticing, the design philosophy extended seamlessly to SOULTOUCH's collaterals. The deliberate choice of minimalism across these collaterals ensured a compatible alignment with SOULTOUCH's brand image, reinforcing the idea that simplicity can be both captivating and emblematic of the brand's commitment to timeless elegance.
