The Netherlands > Bronx

When shoe company Bronx undertook an ambitious rebranding, packaging was center stage. The refresh centered on the insight that, for its customers, there is a different shoe for every day, and every mood.



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
 

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/24/15 2:00 pm EST

Packaging Matters™ — Packaging Satisfaction: Why it’s on the Rise, and How to Continue the Momentum

Packaging Matters™ is MWV’s annual study of the role of packaging in product satisfaction. We study packaging because it matters to brand owners, retailers and consumers around the world. This year’s research focuses on Brazil, China, France, Germany and the U.S. In the third year of the study, we will share global trends associated with packaging satisfaction, product safety, and the effect packaging has on consumers when shopping in-store and online.

Brand Packaging Magazine

march cover

March 2015

The March 2015 issue examines the idea of Branded by Color plus much more. You can also read the issue at the Digital Editions.

Table Of Contents Subscribe

THE BRAND PACKAGING STORE

BP_DGCover2014.gif
BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

More Products

STAY CONNECTED

facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

Consumer Insight

Interesting tidbits on specific demographics and consumer packaged goods in expanded infographic form as well as articles on new industry research and trends.

consumer insight