A no-tie shoelace alternative
With over $1.2 million raised through crowdfunding, Xpand Laces was preparing for nationwide retail distribution. To expand beyond its core athletic audience, the brand needed to broaden its appeal to a wider consumer base.
overview
With Xpand laces, customers can have the look and feel of a shoelace with the convenience of a slip-on. I was brought on to elevate the brand's identity and increase its target audience to include kids, casual footwear users, and seniors.
scope
Logo Update
Point of Purchase Display
Packaging
Marketing Collateral
Concept
To expand the brand's reach, research was conducted to guide a refreshed logo, a refined color palette, and redefined imagery, enhancing engagement with a broader audience. Strong lifestyle and how-to images were incorporated throughout the design solutions to highlight the product's versatility and uniqueness.
