With over 40 concession and 8 outlets throughout Ireland Shoerack offer high fashion ladies shoes at an affordable price. With so much competition in the high street, and in the fashion market in particular, developing a unique and distinctive branding strategy for Shoerack would prove to be a challenge. The target audience stretched from 16 year old teenagers up to mid thirty year old offices workers. As the branding strategy processed a distinctive illustrative style, brush illustrations of models in strong fashion poses, emerged that captured evolving fashions but with a focus on complimentary shoe styles. Strong use of the new corporate pink colour runs through the new branding strategy adding consistency.
As the brand evolved over time the brush drawings were replaced with more graphic shapes but the soft curves and hand drawn lines remain a feature of the branding strategy. The corporate pink too, has become less subtle and the new pink has become a statement for Shoerack, the Shoerack product and their relationship with their customers.
The Shoerack bag is a key element of the branding strategy and is very distinctive – we love seeing them around the city.