Brand Packaging

The Netherlands > Bronx

March 13, 2009
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