Revitalizing a historic business through brand architecture.

The brand was in grave danger of fading into irrelevance. SKU proliferation had heavily diluted the brand and shelves at retailers were cluttered, difficult to navigate and frustrating for consumers.

Kiwi had failed to keep pace with the evolution of footwear fashion and needed to move beyond basic shoe care in its messaging.

By properly segmenting the portfolio based on brand architecture, Kiwi could effectively communicate new offerings and provide clarity at shelf. Creating a consistent visual language and establishing the brand’s voice would help it appeal to new consumers.

The original Kiwi logo needed to show pride and embrace the brand’s positioning and embody the new architecture.

The new logo holds its head high. Through the new brand architecture the portfolio is easily shopped on shelf and consumers understand the benefits of Kiwi beyond shoe polish.

I wanted the launch campaign to acknowledge the brand’s heritage while looking towards the future. Shoes and fashion go hand-in-hand and Kiwi would be there to help consumers stand with confidence.