Homyped Shoes

Redefining one of Australia’s favourite shoe brands for new generations

Homyped passionately engineer practical, appealing and affordable footwear solutions to a range of pain and discomfort problems.

The original orthopaedic comfort shoe specialist, they’ve been designing shoes in Australia for Australian feet since 1969. Homyped shoes are sold through pharmacies, specialty retailers and directly through the brand’s online store.

The Challenge

We needed to find the right balance between protecting Homyped’s strong heritage but also ensure the brand was relevant and appealing for new generations of customers.

In particular, we needed to build on the product’s technological and medical credibility to create a more aspirational brand image. While we needed to ditch the ‘daggy, granny’ brand image we were conscious not to alienate the brand’s loyal customers in the process.

The Strategy

We evolved from Homyped’s traditional comfort reputation to reposition the brand around smart solutions for healthy feet.

The brand now tells a compelling story of stylish, comfortable and great value shoes that are engineered to improve your health, comfort and wellbeing. This is backed up by partnerships with allied health experts and the Australian Podiatry Association and the brand’s strong heritage.

The messaging now has more of balance between style and science, highlighting that the brand gives you confidence, support and relief with every step.

The new strategic brand proposition has also inspired new thinking across the whole business. This has resulted in new approaches to the design of the shoes as well as exciting new innovations in customer experience and helping people understand their unique footprint and get correctly fitted, supportive shoes every time.

The Design

The Homyped brandmark represents the idea of ‘stepping with confidence’. It is a visual translation of their ambition to support Australians to get back on their feet with the support and comfort they need.

The colourful ‘step’ icon derived from the brandmark is a key feature of the brand. It transforms into a flexible and vibrant visual language that captures the feeling of movement, energy, and playfulness.

 

Results

Initial feedback has been very positive; our customers are loving the fresh new look and palette, as well as our core health values that shine through.

Brogan McClelland, Homyped Shoes

Find out more about Homyped Shoes and check out the new product range here.

Testimonial

“We are delighted with the brand strategy and design work which has been easily transferrable and adaptable for displaying on product, point of sale and communication.

Truly Deeply’s agile design process was invaluable. We were able to further explore concepts quickly and rule out ones which weren’t quite talking to us.

Michael, Derek and the team are very experienced and professional in their work and had an unwavering dedication to the rebrand. They were completely committed to helping us get the best out of the business; not only helping us improve our internal processes and mindset but ensuring longevity for the brand. They challenged those who had been part of the business for some time to think differently about the brand but were also very patient and respectful of our team’s knowledge and the brand heritage.”

Brogan McClelland, Homyped Shoes

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