Brief: Design a shoe packaging that derives from a main concept. In addition, allow the concept to flow through into a campaign.

Rationale: Create shoe packaging under the concept, “The shoe makes the man.” These are Vellies designed to look stylish while still protecting your feet from the harsh environments we face outside. While the design targets a younger and more trendy target market, the idea around the product is meant to almost make fun of the typical South African afrikaans farmer who walks around the farm with his bare feet.”

Accompanying poster campaign that advertises this new shoe brand. The copy expresses the pain a person
goes through if they were to stand on something sharp or stub their toe. The words aren’t meant to make sense, just to be used as something to shout out randomly as you deal with the pain.

Designed by: Matthew Bayly, South Africa.