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Crep Rebrand

Motion
Branding

Crep, a sneaker cleaning and protection company, needed to expand outside of the sneakerhead community and align more with a slightly older demographic of fashion and eco-conscious busy professionals. While the sneakerhead aesthetic has been elevated to designer level quality with certain brands, Crep has not used this opportunity to elevate the brand as a designer care brand for luxury goods.

This identity system repositions Crep as more than just a shoe care product for the sneakers. It highlights the natural ingredients and clean formulas used in their products and promotes more sustainable practices and packaging. More importantly, it educates the market about how much more the product can be used for/on and repositions the cleaning and protection products as far more versatile and high-quality; expanding it to more than just various types of shoes but a large variety of objects, items and materials it can be used on.

Identity System

The logo communicates versatility through the destruction of the letterform to express the technical aspect of Crep’s superior formulas, while the counter of the letterform emulates form inspired by nature. The brand elements use these shapes to both expand the idea of versatility, as well as reconnect the brand to shoes through the use of the counter shape in a grid to represent a shoeprint.

The color system is inspired by nature as well, with the main color being inspired from the natural rubber used for the soles of shoes. The product depictions are stylized to communicate the simplicity in ingredients.

Poster Series

I created 5 sets of poster series. The top series I designed to highlight the products Crep sells with a focus on the natural ingredients in their formulas.

The next series focuses solely on communicating these specific natural ingredients.

This shoe series is designed to promote the brand through event promotion, including clean-off comeptitions, giveaways, shoe recycling promgrams, product information sessions and promotional stunts and contests to create the dirtiest shoes and restore them with Crep prdoucts.

This series displays the products, with a focus on the different materials and items they can be used on.

This series focuses solely on the vast array of materials and items that Crep products can be used for/on.

Mobile & Web Design

I designed and created the prototypes for both a mobile shopping feature and mobile scanning function to identify specific material types and promote which Crep products can be used to clean/protect that specific item or material. I also designed the desktop shopping layout and content page that contains all the instructional videos and articles explaining how to use specific products.

Promotional Montage

Posters In-Context

Identity Development

To develop this identity system I created over 100 logos and explored various routes of building some of these out into an identity system for the brand.