Sole Mechanics is a new footwear retailer that focuses on the natural movement of the foot and how that effects the rest of the body. They wanted a brand identity that showcased the mechanics of the body whilst also focusing on natural movement.
Natural but mechanical – kind of contradictory… but not?
We hashed out various ideas with the team at Sole Mechanics but ultimately we came back to our original pitch as it was clean, simple and represented everything they wanted without saying much. Simply put, we created a tree/leaf shaped figure showcasing nature but the outer part of the tree was actually the shape of a bolt (used in machinery).